Homie is a mortgage advisory business based in Hamilton, New Zealand, created to make the home loan process feel more approachable and less overwhelming. The challenge was to develop a brand identity that stood apart from the traditional, corporate feel often associated with the finance industry, while still communicating trust and professionalism. Working closely with the client, I developed a complete visual identity, including logo design, colour palette, typography, and supporting brand assets. The creative direction focused on creating a friendly, people-first brand that reflects Homie's supportive approach to helping clients navigate their mortgage journey. Through strategic brand development and thoughtful visual design, the final identity balances warmth with credibility, giving Homie a distinctive presence and a strong foundation for future growth.