LONDON EQUITY RELEASE
Rethinking equity release.

Black and white photo of a brick building with two windows and a balcony with plants, a garage door, a bicycle, and climbing plants.

LONDON EQUITY RELEASE
Rethinking equity release.

Industry
Financial

Location
UK

Year
2022

Deliverables
Visual Identity
Web Design
SEO Optimisation
Social Engagement
Design & Print

London Equity Release provides equity release advice for over 55s across London.

Believing that happiness is the true value of money, our solution was to create a brand identity that distinctly positioned the company as a leading authority in the world of equity release.

This was achieved via a dynamic and engaging collection of brand assets and visibly different online presence that would challenge the staid conventions that exist in the industry.

Site Design // Build: tyde

A branding presentation slide for London Equity Release featuring logo design concepts. The slide includes black-and-white blocks forming the logos and explanations of design elements representing home, equity, and release.
A dark grey background with the text 'Free your money to enjoy life.' and the logo of London Equity Release.

Talking about money can be a difficult conversation for families. Our work focused on getting the over 55s to be open about money, and promoting the value of happiness in later life.

A page from a book or document with the heading 'We help people be money happy. Because you can't take it with you when you go (as far as we know).' and a manifesto discussing the values of free, shared money for happiness.
A close-up black and white photo of an elderly man with a thick white beard, wearing round sunglasses, a straw hat with a black band, and a beaded necklace.
Comparison of three mobile screens showing financial services from London Equity Release showing debt repayment freedom, photo of an elderly woman with a young girl and a message about living better, and the third shows equity release calculator
Advertisement promoting importance of being able to 'Free your money to enjoy life", with a website link to londonequityrelease.uk and a logo for London Equity Release.

To support this, we created a cohesive set of marketing assets, including a new identity, website, ad campaign and literature, each with an uncompromising bold and confident aesthetic.

A smiling elderly woman embraces a young girl, holding her close and touching noses in an outdoor setting. London Equity Release advertisement.
Two screenshots of financial websites, one showing a family gathered together and text promoting financial freedom, the other showing a calculator for equity release and a house in the background.
An elderly man with gray hair and glasses, sitting on a beige sofa, gazing contemplatively out a window with a potted plant in the background. Overlay text promotes mortgage and debt relief services.

Ease of use was essential, regardless of device, without compromising the bold and design-led aesthetic of the brand.

Two women, one young and one elderly, smiling and talking near a window.

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