EMK Mortgages / Brand & digital designCase study 06

A personal business.
A clear
presence.

A website and collaborative colour direction for a couple who both work as mortgage loan officers.

Palette collaboration & website design / Jake Tripp

Audience understanding, a shared visual direction and a website designed around the people behind the business.

01 / Start with peopleAudience / Brand snapshot

Understand who
the brand is for.

EMK is a business built around two people. My starting point was the audience and the brand they wanted to put into the world.

I used DigitalVibe, my brand-development platform, as part of the initial audience review and brand snapshot. That is how I approach my projects: establish a direction before turning it into a visual experience.

Audience: Who are we
speaking to?
Character: How should the
business feel?
Experience: What makes the
next step clear?

02 / Find the expressionA palette developed together

Warmth.
With a steady hand.

I worked with the clients on the colour palette. Muted steel, sand and a warm canvas give the website a calm foundation, with a deeper steel tone defining its primary actions.

The palette was a collaborative decision. The website design was my own work, bringing those colours into a consistent hierarchy of headlines, information and next steps.

Cool steel: #93A8AC
Sand: #D7CEB2
Warm canvas: #F6F3EB
Deep steel: #44626A

Selected colours from the current EMK website, developed collaboratively with the clients.

03 / Design the experiencePeople / Information / Next steps

A human face.
A useful structure.

The website puts the people behind EMK alongside the information visitors come looking for. Its visual language combines personal photography with a clear hierarchy and generous space.

The homepage offers routes for both starting a conversation and researching first. Loan-program information, guides and tools give visitors different ways to explore the business.