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 It felt contemporary without the fear of becoming quickly outdated, and it’s strongly connected with the industry itself.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.

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