Our challenge with Premier Equity Release was twofold: build a brand from the ground up while tackling the stigma around equity release. Given our extensive knowledge of both the finance and property sectors, we felt confident of delivering on the brief.
Prior to developing Premier’s website, we had to create a suitable logo for the brand; one which balanced the credibility of financial services with a sense of personability that wasn’t typically associated with companies in the equity release space. A discovery session and a number of focus groups later, we settled on the distinctive Hummingbird logo, which evolved from the idea of freeing up your equity or dipping into your equity pot.
The design of Premier’s website was informed by research into the marketing preferences of the ‘over-55’ generation. In a similar vein to the logo, it uses colours that soften and personalise the subject matter, but not in a way that feels patronising.