4th February 2021

Mammoth’s new name & brand for a start-up on a mission to ‘clean up’ the commercial property finance sector

Mammoth’s new brand for a start-up on a mission to ‘clean up’ the commercial property finance sector

We created a brand for the UK’s first specialist property finance comparison site Propp, which launched at the start of the year.

This fintech start-up intending to disrupt a ‘murky’ and unregulated area of the finance market asked us to create a brand proposition that would make an instant impact in a sector little understood or trusted by people looking to invest in commercial property.

The company offers a free price comparison tool for Bridging Finance and Commercial Mortgages along with a unique deal optimiser service, which forces lenders to compete for a user’s business, saving them valuable time and money.

To reflect the industry the company operates in, and the opportunities the market provides for potential property investors, we created their new name – PROPP.

This was accompanied by the development of a bright and striking identity to reflect their ambition to transform how people obtain property finance, with the aim of becoming the starting point for every property finance deal in the UK.

In collaboration with their experienced team comprising of three leading property finance specialists with over 60 years combined experience, we developed their bold mission:

Propp is dedicated to finding and negotiating the best deal possible when financing a property deal. Through transparency and clarity, we champion those that have a vision and help them become a reality. For too long the odds have been stacked in the favour of lenders. We’re here to redress the balance. We want to lead the conversation in property finance, and we aren’t afraid to ask the awkward questions about the industry. We’re here to do property finance propperly.

PROPP - The Mission

Additionally, we defined their values, pillars, and brand vision to crystallize the foundation principles of the business. Key to Propp’s personality is the colour, typography, and the tone of voice.

Colour with purpose

We decided on a limited colour palette, consisting of two primary colours, red & white with an accent colour of black. The ‘Propp Red’ is representative of the bricks that form the building blocks of the structures that people invest in, which is complemented by a brick-like grid brand system designed to frame messaging and imagery.

Typography with confidence

The typography we selected – Proxima Nova – is strong, powerful and impactful and firmly announces Propp on the market, shouting about who we are and how we are here to
disrupt the market – and make no apologies for it.

A playful tone of voice

Similarly, our tone of voice is cheeky yet flexible with the aim of ingraining the word ‘propp’ within our communications. ‘Propp’ can be a noun, a verb or even an adjective, to reflect there is no limit to the property investment opportunities the company can help users explore.

The new brand has been applied to a mobile first website and sets the standard for this new and unique breed of specialist property finance comparison service. We’re proud to say this is branding done propperly, and we look forward to supporting Propp as it rapidly expands its operations in the UK.

Visit propp.io

We created a brand for the UK’s first specialist property finance comparison site Propp, which launched at the start of the year.

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