Building trust into a new property finance brand
Client
Hanover Property Finance
Country
Sweden
Disciplines
Brand Identity
Sector
Financial Services
Real Estate
Hanover Property Finance is a property investment platform created to connect individual and institutional investors with lending opportunities in the Swedish property market. By providing finance to small and medium-sized developers, the business was designed to support housebuilding while offering investors access to carefully selected opportunities and attractive potential returns.
The brief
Hanover Property Finance asked BakerWilcox to create the brand identity for a new venture entering the property-finance market. The commission included the development of the logo and wider visual identity, together with the supporting brand applications required to introduce the business to investors and property-sector partners.
BakerWilcox understood from the outset that establishing trust and credibility would be fundamental to our new business. They translated that requirement into a distinctive and highly professional identity that gave Hanover Property Finance real presence from launch and provided us with a strong foundation for the brand as it developed.
Managing DirectorHanover Property Finance
The execution
For a new financial platform, credibility had to be established from the very first interaction. Trust, strength, quality and reliability were therefore central to the visual language, giving investors a sense of confidence before they had built any previous relationship with the business.
The identity drew inspiration from geometry and mathematical structure, connecting naturally with the analytical world of finance and investment. These precise forms were combined with references to the monumental character of 1920s Art Deco, whose symmetry, strong verticals and statuesque proportions provided a useful visual shorthand for permanence and authority.
The resulting mark feels architectural as well as financial, subtly connecting the brand to the property sector without relying on literal images of buildings or houses. A restrained typographic and colour system supports the logo, allowing the identity to feel established and assured despite representing an entirely new business.
The visual language was then carried across corporate stationery, literature, presentations and supporting brand applications, creating a consistent platform from which Hanover Property Finance could communicate with investors and development partners.
The result was an identity designed to make a young company feel considered, dependable and substantial from day one.
Creating an identity for a new financial business is fundamentally an exercise in building confidence. Hanover had no long-established heritage to lean on, so every detail needed to communicate stability, rigour and trust. The geometry and Art Deco influences gave us a visual language that felt both precise and enduring.”
KELLY WILCOX
