Hometap is a home equity investment platform revolutionizing home financing. Looking to help people break out of the “house-rich, cash-poor” dynamic many homeowners face, Hometap empowers folks to take advantage of the equity they’ve earned in their homes.
To establish a visual language that felt true to the company, Craft created mood boards and iterated upon the ideas based on client feedback.
Working through these concepts, Craft distilled the essence of what Hometap needed to communicate with its brand: value, choice, and control.
An innovative company deserves an eye-catching identity that reflects their mission and approach. For Hometap, Craft abstracted a home into the facets of a diamond to reflect the company’s concept in visual form.
The color palette uses a range of bold and neutral tones to reflect the opportunity that Hometap presents to homeowners: the ability to live debt-free.
To round out the brand visuals, Craft created custom illustrations (and guidelines for using them effectively).
These illustrations, which portray the way we really live in our homes, include quirks and realistic situations like kicked-off slippers at the foot of the sofa or a kitty looking up skeptically at a newborn baby.
By balancing these two elements of Hometap’s product and ethos, the brand meets homeowners' high standards to help them make a huge financial decision with confidence.