Precise is a company that provides residential and buy-to-let mortgages as well as bridge (short-term) loans. As anyone who has ever engaged in buying real estate knows, the financing process is complicated and scary. Precise’s goal is to provide the absolute opposite: straightforward and reassuring. Design Bridge built an identity based on the concept, “Boldly Vanilla,” that expresses the client’s simple, clear approach.
Most of the new identity, including the wordmark (which was changed from “Precise Mortgage” to simply “Precise.”), is built from a bespoke cut of the typeface Motorway. The extremely graphic, mostly black on white messaging provides a quick read for time-pressed borrower and lenders. The brand color is literally vanilla. Any other colors used in messaging are similarly light, creating a calming palette that definitely stands out in the usually over-wrought and multi-colored mortgage sector.
