First Time Finance
Branding
OVERVIEW
Client
First Time Finance is a young startup dedicated to helping foreign nationals in the UK navigate the mortgage process. Their mission is to break down barriers, offer expert guidance, and build a community where first-time buyers feel informed, supported, and empowered to take their next step.
The Challenge
Founder Ripley Salgueiro approached me for a rebrand, feeling that the existing identity no longer reflected him or the services he provides. The business had recently undergone a strategic shift, and it was essential that the new branding align with this evolution.
The Process
We followed my signature branding process, starting with a brand discovery call to uncover Ripley’s vision, goals, and personality. I then created a selection of mood boards, which helped clarify his design preferences—what resonated with him in terms of colour, typography, and visual style. From there, I developed three logo concepts. After reviewing them together, we refined the chosen direction with a few considered tweaks.
The Solution
Ripley received a refined and export-ready logo with a custom payoff line, a comprehensive brand book, and a thoughtfully designed website that reflects the new direction of First Time Finance.