The Brief
Humdinger Mortgages approached drawinginc desiring a complete brand build, accompanied by communication and marketing strategies. Market research and a brand-building workshop with our client orchestrate the direction of our brand-building operations.

Understanding The Brand’s Intentions
Drawinginc identified Humdinger Mortgages’ core brand identity must be disruptive to compete in an overcrowded market. Revolutionary services require a rebellious attitude. Humdinger Mortgages’ brand identity firmly believes the Irish housing market lacks expert accessible advisory services that tailor to the requirements of each individual at a reasonable price.

Remember that Humdinger Mortgages are more than your traditional mortgage advisory service. Humdinger Mortgages pledge to remain at the forefront of each business component, including technology, advisory and customer service. Sustaining this feature of dominant brand positioning will determine the brand’s success factor.

Brand Voice

Brand voice refers to how Humdinger Mortgages will communicate with their audience. Brand Voice sets the direction, confines and extremities of the language and tone used in all brand messages.

Drawinginc characterises Humdinger Mortgages’ brand voice as confident and entirely customer-centric, offering a simple, helpful service so that the process is transparent for each customer. Abstinence from complicated jargon or disguised technological language is a necessity. The brand uses knowledge and humour to aid user experience with a youthful undertone. The brand is never afraid to deliver a difficult message but always does so with the utmost respect.

Brand Personality

Drawinginc extracted the following brand personality features to define the look and feel of the Humdinger Mortgages brand from a customer perspective.

Brand physique refers to the underlying physical attributes of your brand. Physical features should be embodied through your extended or visual identity. Humdinger Mortgages is positive and hopeful, and undoubtedly distinguishable from competitors.

We create a recognisable point of difference from typically less exciting competitors with a fresh and vibrant colour palette. The brand name verbalizes positivity - as you may know, the term ‘humdinger’ describes an extraordinary thing. Photography focuses on the hopeful outcome of securing a new home and the joy this brings to a customer. Positive depictions are crucial to psychology, where customers may repeatedly struggle and must be resilient.

Humdinger Mortgages’ cultural mission is to assist inexperienced mortgage seekers with a confident, straight-talking, accurate attitude. The brand to customer relationship is an asset nurtured at all costs by promising to offer best-in-class services consistently. Drawinginc positions Humdinger Mortgages as a youthful and empathetic brand that understands its inexperienced customers’ challenges.

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