Uncommon and Saiman Chow create 'badass heaven' identity for an angelic mortgage broker

Hot off the heels of its brutalist-inspired identity work for Coventry City of Culture, Uncommon has unveiled a trippy brand overhaul for the award-winning mortgage broker, Habito.

Based on the premise that "mortgage hell is a nightmare" – whether that's cost, stress, time or jargon – the new logo, website and brand assets imagine an alternate universe of a "badass heaven" where finding the right mortgage is a breeze.

Uncommon worked in collaboration with acclaimed New York visual artist Saiman Chow to create the bespoke graphics, textures and movement inspired by a "phantasmagoric aesthetic," as the London agency puts it. "The phantasmagoric visual style is applied through a technique of shifting images and colourful patterns that are continually moving and changing to create a dream-like effect," it adds.

These heavenly vibes are seen throughout: from billboards and social media campaigns to the entire website – even the logo boasts a winged 'O' alongside an angelic 'H' icon, all set against a backdrop of a neon technicolour sky, full of pink fluffy clouds and flying house keys.

Nils Leonard, a co-founder of Uncommon, says: "The founder Daniel created Habito to save people from the hell of getting a mortgage. So when we were creating the Habito experience, we wanted to create the most badass version of heaven. Less the trumpets and angels, a more distinctive, euphoric experience.

"We built a new icon, the flying H from the existing brand assets to make the app icon more memorable and distinctive, and evolved the winged keys and the brand aesthetic to be more beautiful, moving and modern."

Saiman Chow adds: "It's not often you come across a brand, let alone a financial services company, that wants to put so much thought and detail into creating something truly unique and ground-breaking."

Using a mixture of modernist and clear fonts with straplines as original as 'Melt your mortgage, not your mind' and 'Free your mind from mortgage stress', it's a truly far-out euphoric dreamscape and a breath of fresh air for the broker mortgage market.


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