![New Brand Identity for Rate Leaf by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650de059d524f010d0425f4e_spotdly_rateleaf_2023_CaseStudy.gif)
the client's request:
In the hustle and bustle of the mortgage world, Rate Leaf, a family-owned company, was itching for a makeover. Their communication style felt stiff, and they need to connect more with the target audience.
![Rate leaf new brand identity by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddbdad3cf7e8e7cb59973_spotdly_rateleaf_2023_CaseStudy_01.jpg)
The home buying process, often seen as a monster under the bed for many consumers in the USA, was something they were hell-bent on taming. As a family business, they knew the value of human connections better than anyone and had a track record of success stories. Some of their clients even got pre-approval for their applications in 3 days- a feat worth bragging about!
our strategy:
Starting with a new tagline: "Home buying for everyone." we wove a narrative around the brand's logo, a small leaf. As customers ticked off the requirements asked by Rate Leaf, they could see a tree sprouting - a visual high-five for their progress.
![Illustrations a new brand identity by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddc405dee250ec13315d0_010%201.png)
![](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddc2486764d084bfa6f61_spotdly_rateleaf_2023_CaseStudy_03.gif)
This concept was splashed across the site's main banner, where we also squeezed in the 'everyone' concept. The banner was a parade of diverse couples or single folks stepping into a house, each cradling a small plant with leaves from the brand's logo.
![Creative Website development by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddce8cf7abc623ab3d6be_spotdly_rateleaf_2023_CaseStudy_gif.gif)
For the launch, we took to the streets with a marketing blitz that was as bold as it was eye-catching. We shared messages that busted common myths about home buying and real estate, shaking preconceptions and sparking curiosity.
![Street marketing campaign for a mortgage brand by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddd1ce15629ef465e697a_022%201.png)
the outcome
The brand guidelines we whipped up for Rate Leaf were designed to be flexible and versatile. We handpicked a color palette that was bold yet adaptable, a typography that was modern and friendly, and illustrations that made the brand feel familiar and trust inspiring. The brand's personality was defined as decisive, forward-thinking, and spontaneous, with a natural knack for coloring outside the lines.
![Brand identity and design by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddd8395aee7d5851a0275_08%202.png)
The main message across all platforms was as clear as a bell: Rate Leaf shatters the boundaries and myths that make folks believe buying a house is as complicated as rocket science.
![Social media content by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650ddd9fa0351be6efcd3aef_021%201.png)
Ultimately, our work with Rate Leaf was more than just sprucing up the branding, website design, and marketing pieces. It was making the home-buying process feel like a walk in the park for everyone.
![Social media content by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650dddd3a9764fa2db405c68_06%202.png)
![Social media content by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650dddfa004498827ff9b5a3_05%202.png)
![New logo and brand concept for a mortgage company by Spotdly](https://cdn.prod.website-files.com/63b4601ede01987d3a811de4/650dde05fe7672622534f095_spotdly_rateleaf_2023_CaseStudy_010.gif)