Gen H Rebrand
︎ generationhome.com
Generation Home is a UK mortgage lender helping people get onto the property ladder, with more flexible ways to make buying a home possible.
As the business evolved, helping develop a new visual identity and roll it out across multiple channels.
︎ generationhome.com
Generation Home is a UK mortgage lender helping people get onto the property ladder, with more flexible ways to make buying a home possible.
As the business evolved, helping develop a new visual identity and roll it out across multiple channels.
While the space theme gave Generation Home a distinctive personality, the illustrations and concept risked making the brand feel playful rather than established and credible.
As the business grew, there was an opportunity to create a more mature, confident identity that could better communicate its offering, build trust with customers and work consistently across a wider range of touchpoints.
The new identity took Gen H in a bolder, more contemporary direction. A striking red, black and white palette with bright secondary colours, oversized headlines and a distinctive combination of typefaces gave the brand a stronger visual presence, while photography brought more personality and a human feel. I developed a flexible visual system, supported by a new logo, colour palette, typography, iconography and brand assets, designed to work consistently across everything from marketing campaigns to digital platforms and customer communications.
The new, playful direction also worked particularly well across social media, where bold typography, punchy messaging and eye-catching visuals helped grab attention and make complex mortgage products easier to understand. It gave us the flexibility to communicate key information in smaller, more digestible pieces, making financial topics feel more accessible and engaging without losing the brand's credibility.
