A new brand to help you grow

Project Overview

‍I partnered with Nav to design and build the digital presence for his new venture, Lemon Tree Finance.

Moving away from established corporate structures, Nav’s goal was to launch a personalised finance service dedicated to helping people achieve financial freedom through tailored home and business loans. I was responsible for the end-to-end creative direction, from the initial brand identity to the final website flow.

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1. The Challenge: Building Identity from the Ground Up

Designing the "look" of a new venture carries a unique responsibility—first impressions are everything. The challenge was to create a brand that stood out in a crowded finance market while feeling deeply genuine and approachable. The site needed to reflect Nav’s mission: making complex financial processes easy, honest, and personal.

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2. The Creative Process & Collaboration

The project was defined by a high level of creative freedom and a close collaborative partnership:

• Strategic Design: Nav was highly receptive to design discussions, allowing me to lead on the user experience (UX) decisions to ensure a seamless "look and flow."
• Industry Immersion: To design effectively, I spent time learning the nuances of home and business loan finance, ensuring the website’s architecture spoke the language of the industry while remaining accessible to the average user.
• Longevity-First Branding: We focused on creating a visual identity with longevity—one that feels professional enough to handle finance but warm enough to represent a personal advisory service.

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3. Key Features of the Build

• User-Centric Navigation: Designed a flow that prioritises the user’s personal goals, making it easy for them to find the specific finance options they need.
• Tailored Messaging: Integrated content that reflects Nav’s commitment to honest conversations and finding the best paths to financial freedom.
• Modern Aesthetic: A brand identity that breaks the mold of "traditional" finance to feel more modern and agile.

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4. The Outcome

The result is a brand and website that Nav can use to "hit the ground running." It provides a professional, trustworthy platform that accurately represents his values as he sets off to make a real difference in his clients' lives.