SJ Mortgage Advice Ltd is a Chesterfield-based company with decades of experience in the industry. I was tasked with creating a new identity and the company stationery. The branding needed to appeal to a broad demographic, from the younger generation of first time-buyers to older generations of property owners.

SJ offer a personal, flexible and tailored service for their clients. We agreed the logo needed to reflect their experience and professionalism, but also contain an element of warmth and accessibility.

I decided on a clean, minimalistic monogram logo. Bright blue was used to convey a sense of authority and trustworthiness, and the hint of silver was used to create a feeling of prestige and distinction. The letter J cradles the letter S to represent the support provided by SJ and the smooth, flowing curves the reflect the partnerships that exist between SJ and their clients.