Ragged Edge has unveiled the rebrand of fintech start-up Trussle as the 'home of home ownership.' Trussle enlisted Ragged Edge to create a brand reflective of their ambition to become the number one brand for home ownership. A brand that could work for today's audience wherever they were on the property ladder, while challenging industry expectations.
"Homes are where people build their lives, families, and futures, so we worked with the Trussle team to create a brand that could stand for far more than finance," commented Max Ottignon, Co-founder, Ragged Edge. "Trussle opens doors at every stage of the home ownership journey. This central thought led to a brand idea - Open Doors - that could manifest itself across every area of the business - from design, to product development, to customer service."
Inspired by the purity of an architect's drawing, the brand idea inspired the new Trussle logo, as well as forming the basis of a flexible graphic system to frame an illustrative style created in-house at Ragged Edge. The new customer-facing tagline 'The home of home ownership' feels equally broad and bold, while the welcoming tone of voice enables the brand to speak to the breadth of customer and circumstance they serve.
According to Trussle's research, there are at least 2 million UK mortgage holders who could save an average £300 a month by sparing two minutes to sign up to Trussle to check if they are on the right mortgage product and never think about their mortgage again. So to launch the brand to consumers, Ragged Edge worked with Unltd and Squadron Venture Media to create an above the line advertising campaign to drive awareness around this compelling message.
Ragged Edge wrote, designed and illustrated a poster campaign designed to tackle mortgage inertia. The posters will run across new Routemaster buses and on tube car panels. Meanwhile UnLtd Inc created two TV commercials that playfully explain the product with a tongue-twisting play on words.