Timsco had developed the first ever property finance comparison site. They had a clear vision and big ambitions, but lacked the brand to get them there. We needed a brand that truly reflected just how monumental a shift for the industry this would be. We created a brand that felt contemporary but also rooted in the experience of its founders. Our platform was developed to unapologetically challenge the status quo.
First thing we needed was a new name. TIMSCO carried no meaning and lacked any personality or connection with the industry.
After a gruelling development phase, PROPP won out. It felt contemporary without the fear of becoming quickly outdated, and it’s strongly connected with the industry itself.
We stripped the wordmark back to a simple form, and tightened the individual letters to show how they supported one another (or propped each other up).
Brand positioning:
Propp is built on a foundation of transparency, we believe in doing things the right way, or in other words, ‘Property Finance done Propperly’.
Tone of voice:
We wanted the usage of ‘Propp’ to be flexible and fun, with the aim of ingraining the word within all of our comms.
Brand launch:
If we truly want to shake up the industry, we knew were we had to start; we targeted the out-dated, broker-led approach to property financing.
