Lender Funnel separates themselves from the average mortgage lending company by treating their clients as a concierge. They do all the hard work and guide you through it every step of the way. Through this process, customers have a much more satisfying experience and feeling as if they are important. When asked to create a brand identity to embody this experience, the first thing that came to our mind is that it had to be first-class and have a concierge style to it. Choosing a Black, Gold and Gray color palette was a given. Using a bold-face font for the name was a way to convey a sense of strength and stability. Having it be a sans-serif typeface gives it a sense of friendliness and being progressive. Incorporating the cyclone as the “L” was a visual cue to show how all the complicated, whirlwind of things get funneled down into one simple process.
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