Upwell Mortgage

Naming

Brand voice + identity

Working with Jeff and Megan Bell on their start-up mortgage company meant more than creating a brand--our task was to help them change the industry for good. Reflecting the founders' generous, positive and visionary spirits, we named the brand, and later a sub-brand. We then created the visual and verbal identities, and equipped the Bells with core messaging and key visual assets that convey their radical transparency and innovative, consumer-friendly business model. Our work was two-tiered, to connect with two very different audiences--real estate agents and home buyers.

It's no surprise that Upwell Mortgage is growing fast, accelerated by sub-brand Upwell Edge, and helping consumers secure brighter financial futures along the way.