Imagine. Believe. Do.

Started in Tauranga in 1996, First Mortgage Trust (FMT) has always had a big and positive vision. Today it plays a crucial role for NZ Inc.

$1.6 billion is currently invested with the trust by thousands of Kiwi. All taking advantage of better interest rates than the banks can offer. This capital finances short-term loans to property sector clients, for thoroughly assessed purchases, investments and projects.

Reflecting the significant growth in non-bank lending to the property sector, in line with international trends.

These clients are an important part of the country’s economic backbone, generating wealth through residential, commercial and development opportunities.

With rapid growth nationwide, FMT needed to define its brand strategy – this had not been done before. Then replace the existing brand, which looked like a small-scale, local business.

Workshops were facilitated with the client team to develop the strategy. Sessions with staff were also run. The identity was then developed, based on the new brand promise (Imagine. Believe. Do.), values, story, tone of voice and personality.

We created a dual lined icon representing both arms of the business. This triangular icon and extended visual language embodies the exciting forward motion of the company and creates a strong but friendly system.

The outcome is a fresh, vibrant brand that captures the essence of what FMT is. A growing $1.6 billion dollar trust with vision. And an organisation that prides itself on its friendly, values-based approach to helping everyone, from ‘mum-and-dad’ investors, to large scale property sector clients.