How Brand Strategy Shapes Design
A Case Study with Realise Home Loans
When it comes to crafting an impactful brand, design is only part of the equation. The most successful brands are rooted in a clear, strategic foundation that informs every design choice—from the color palette to the typography to the tone of voice. At Taysha Malesa Creative Co., we believe that a thoughtful brand strategy is the key to creating design that not only looks stunning but also serves a deeper purpose.
Today, we’re sharing how brand strategy shaped the design for one of our recent projects: Realise Home Loans.
1. Building The Brand Foundation
Understanding Realise Home Loans' Vision and Values
Realise Home Loans isn’t your typical financial broker. With a heartfelt and modern approach, their goal is to empower clients by helping them find clarity, autonomy, and confidence in their financial decisions. This vision became the foundation of their brand strategy and influenced every aspect of their design. We knew that Realise Home Loans needed a brand identity that would feel approachable, trustworthy, and aspirational—values that would connect with their audience on a personal level.
Through our discovery process, we identified three core values that would shape the brand's design: Accessibility, Service, and Growth. These values would guide every design decision, ensuring that Realise Home Loans’ brand felt warm and supportive while still projecting professionalism and reliability.
2. Crafting a Tone of Voice Aligned with Strategy
Design isn’t just about visuals—it’s also about how a brand communicates. Realise Home Loans’ voice needed to be clear, approachable, and empowering, so that clients felt supported rather than overwhelmed. We created a brand voice that’s warm and friendly, but also expansive and inspirational. Their messaging is crafted to reassure clients that they’re in capable hands, while also inspiring them to see the possibilities for growth and success.
To keep this voice consistent, we developed key messaging guidelines that Realise Home Loans could use across various platforms. This ensures that their website, social media, and client communications all reflect the same supportive and aspirational tone, reinforcing their brand’s mission and values.
3. Translating Strategy into Visuals
With a strong brand strategy in place, we could start translating these values into a visual identity. Here’s how each element of Realise Home Loans' design was influenced by their brand strategy:
Colour Palette
Finance can be an intimidating subject for many, so we chose a colour palette that would feel both energising and trustworthy. The palette is bold yet warm, combining earthy and inviting hues with shades that exude stability and confidence. This combination was carefully selected to balance excitement and reassurance, helping clients feel motivated and secure as they embark on their financial journeys.
Imagery and Graphics
In a field that’s often perceived as dry, Realise Home Loans wanted to stand out by highlighting their human-centered approach. We incorporated imagery that feels warm and aspirational, focusing on moments of connection and everyday life. The brand’s logo and monogram also reflect this, with subtle, thoughtful details that convey a sense of professionalism with a personal touch.
Typography
Typography plays a key role in setting the tone for a brand. For Realise Home Loans, we chose fonts that are both approachable and sophisticated. The primary typeface is clean and timeless, conveying reliability, while secondary fonts add a touch of personality that feels welcoming. This choice of typography reflects the brand’s desire to be seen as both a supportive guide and a knowledgeable expert.
4. The Outcome: A Cohesive Brand Identity that Speaks to the Heart
The Realise Home Loans brand identity is more than just a logo or a set of colours. It’s a visual and verbal system that encapsulates who they are and what they stand for. By starting with a solid brand strategy, we were able to create a design that resonates with their audience, builds trust, and positions Realise Home Loans as a reliable partner on the journey to financial empowerment.
This case study highlights the importance of strategy in the design process. When brand strategy is carefully considered and incorporated, the design is able to serve a higher purpose: helping a brand authentically connect with its audience and achieve its goals. Realise Home Loans is a perfect example of how thoughtful design, guided by a clear vision, can elevate a brand and set it up for long-term success.
Ready to Create a Brand that Reflects Your Values?
If you’re ready to take your brand to the next level, we’d love to help. Whether you're a small business owner or an established brand, Taysha Malesa Creative Co. is here to guide you through the process of crafting a brand that’s aligned, impactful, and unforgettable. Reach out to learn more about our brand strategy and design services, and let’s bring your vision to life.