The central design decision was not to build a completely separate finance brand. Home Loans needed enough distinction to communicate a new service, but remaining close to realestate.com.au made the proposition feel more familiar and credible. I helped adapt and evolve the established REA visual system for this new category.
realestate.com.au Home Loans · Brand / Identity / National rollout
Launch creative for a new property-finance brand
realestate.com.au Home Loans brought property search and home finance together within the REA ecosystem. I was part of the cross-functional launch team from the beginning, contributing brand and campaign design alongside marketing, product and external agency VI.
Because I was already deeply involved with the realestate.com.au brand, my role focused on making Home Loans feel like a natural extension of the flagship brand. Early external concepts explored more distinct directions, but the final approach deliberately stayed close to realestate.com.au to make use of its existing recognition and brand equity.
The launch creative connected finance back to the property-search journey, translating the Home Loans proposition into simple campaign messages that could work across multiple formats.
The launch also required customer-facing print and information materials, where clarity and trust were as important as campaign impact.
Detailed finance and compliance communications required a disciplined information hierarchy while staying visually connected to the broader Home Loans system.
Home Loans was a collaborative launch rather than a project I owned alone. My contribution was to bring deep knowledge of the realestate.com.au brand into the team and help adapt that visual equity across launch campaigns, print, digital and customer communications, while working closely with marketing, product and agency partners.
