ResiCentral

Breaking new ground

“ResiCentral is a wholesale mortgage company that is passionate about their team, customers, and consumers”.

This was the key message that was given to us when we were tasked with creating a new visual identity and website for ResiCentral. The key differentiation for ResiCentral within the mortgage industry was the company’s humanist nature by putting their customers first, which was heavily highlighted within their narrative and brand.

Two people carrying large cardboard moving boxes, obscuring their faces, with a houseplant visible in the background.
Close-up of one person handing a metal house key on a key ring to another person, against a blue background. The receiving hand wears a decorative ring and bracelet.
Resi Central logo — a light blue stylized letter R shape with the text "resi central" in dark navy
Resi Central logo overlaid on a photo of a person packing cardboard boxes in a kitchen, with packing tape and a small potted plant on a wooden table.

The illustrative style of the logo was approachable, breaking the norm within the current financial markets.

With this design direction in mind we crafted the logo mark to reflect their existing brand but also to be used as a window to frame the true humanist value of the company.

Three Resi Central street advertisements. Left (mint green): cartoon woman holding a pen beside five stars, headline "We are the trusted ones. Nothing is too much for us," resicentral.com. Centre (cyan): photo of a couple unpacking moving boxes, framed within the brand's R-logo shape. Right (pink): illustrated handshake over a lime-green graphic, same "Nothing is too much for us" tagline and resicentral.com.

The flexible visual identity focuses on bringing the "R" shape to life, using it as a graphic element or frame central to the brand. Beyond the logo, we developed a comprehensive design system to express the brand's purpose of being open, friendly, and trustworthy. This includes new colors, typefaces, icons, images, clear typography, and engaging illustrations.

Additionally, a new photographic style was created to depict real-life situations, emphasising real people, emotions, and stories. Together, these elements create a fresh and cohesive expression of the ResiCentral brand.

Illustration of four concepts: exchanging money, a person cleaning or maintaining a building, a woman giving a star rating, and a checklist with a checkmark approval badge.
Person holding a smartphone showing the Resi Central Wholesale Mortgage Lender website, featuring a family photo and the tagline "Customer First. Always." on a dark blue background.