Background
Originally developed as a sister company of Nested – the parent company running in the property selling market since 2016 – Even was designed to be an equity loan partner, enabling new home buyers to double up their deposit to buy a home sooner, and sharing profits (or losses) when selling a property. From the get go this brand had to be a "shortcut to home ownership", but without the fuss or jargon-heavy tone-of-voice from the market. All about being personable, trustworthy and fun.
Concept
The process involved quick design directions for 3 naming ideas, user testing those with a demography chosen by Nested, and using the feedback to dictate the naming and directions to go. The concept chosen with a simple flip of the "e", meaning equality, partnership and face-to-face, giving it a quirky and distinct look and feel supported by a heavy serifed typeface – unusual choices in the same industry.
Implementation
To support the brand identity, the so called "expression lines" were used to expand the direct and fun tone-of-voice, emphasising the idea of clear communication and giving a set of elements to support the visual identity. The strong contrasting colours (tested favourably in the research phase) are used as backgrounds and standout touches when the clean off-white is predominant.
Illustrations: Pietro Soldi