Rebranding a company is more than just a facelift—it’s about refining its identity and making sure every visual element aligns with its core values. As a highly experienced rebranding agency, Faith knows this more than most. And in the case of Homesafe Wealth Release, a company dedicated to helping homeowners unlock their wealth without debt, our expert team recently embarked on this journey to enable Homesafe to embody what it truly offers to its customers.
The previous HomeSafe logo featured six different colours and three contrasting typefaces, forming a fragmented brand identity that in its entirety was missing a sense of confidence. Through deep analysis of the brand and its customer base, we highlighted a range of buzz words that encapsulated who Homesafe is: trust-worthy, transparent, secure, reputable, providing freedom, legacy, protection, and flexibility. These guided our design choices.
The new logo introduces the concept of overlapping homes—the smaller home representing HomeSafe and the larger one symbolizing homeowners. This isn’t just a visual update; it’s a direct reflection of what HomeSafe does. The connection between the two homes illustrates the partnership between the company and its customers, emphasizing shared ownership and mutual benefit. The design is simple yet meaningful, stripping away unnecessary complexity to focus on what truly matters—security and trust. The geometric structure brings balance, while the clean lines ensure a timeless, professional look.
To refine the typography, we transitioned to Zona Pro, a cleaner and more modern typeface that brings consistency and professionalism. Its contemporary yet approachable style ensures that Homesafe’s messaging feels both credible and accessible, reinforcing a sense of reliability.
We also refreshed the existing colour palette, maintaining its teal as the primary brand colour but increasing vibrancy to boost modernity and clarity. A deep navy was introduced to ground the brand with a sense of trust and dependability. The interplay of these colours creates a striking yet balanced aesthetic that feels modern, confident, and secure.
The result is a cohesive and modern identity that communicates Homesafe’s promise: to provide homeowners with a secure, transparent way to access their wealth.
For our rebranding specialists, this logo wasn’t just a simple update—it was about translating trust into visuals. Every choice was made to ensure Homesafe not only looked the part but truly embodied the values that make it a reliable partner for homeowners across Australia.