Case study
Chess Lending
A Sydney mortgage broker built on care and integrity. New mark built around a Rook, the chess piece that protects the others, plus a brand guide and a faster, friendlier website.
Chess Lending
Branding, Website Design
2024
The brief
The piece that protects the others.
Chess Lending needed more than a logo refresh. In an industry where perception and reputation is everything, the brief was a brand that read as confident, connected and genuinely caring — not another broker competing purely on rate.
The new mark works a Rook into the typography as negative space — the piece on the board built to protect the others, standing in for the protection of family. Built out with a full brand identity guide and a faster, friendlier website, carrying through to the line that closes every touchpoint: “Plan your next move with confident mortgage brokers that care.”
The work
