A Strategic Investor in Canadian Mortgages
MCAN Financial Group, a highly regarded mortgage investment company, has positioned itself as a strategic investor committed to generating a consistent stream of income. With a diverse portfolio that spans single-family residential, residential construction, non-residential construction, and commercial loans, MCAN aims to maximize opportunities in the Canadian mortgage market.
To effectively communicate its brand essence, MCAN's marketing team recognized the need to transcend the limitations of its acronym. Together, we embarked on an inspiring journey to associate MCAN with an illustrative symbol, unraveling its captivating story through thoughtful design applications.
This revitalized brand identity not only encapsulates MCAN's innovative spirit but also solidifies its standing as a trailblazer in the ever-evolving landscape of mortgage investments. With redefined frames and expanded possibilities, MCAN empowers its clients to embark on transformative journeys towards unparalleled financial success.
Scope of project
Brand Strategy – Branding and Identity Design – Homepage Design – Identity System Design – Digital and Printed Marketing Assets
Building on MCAN's Legacy
MCAN Financial is a renowned Canadian real estate investment firm, specializing in tailored mortgage solutions for homeowners and providing unique access to the Canadian real estate market for investors. With a storied history dating back to 1991, MCAN has consistently demonstrated its unwavering commitment to delivering exceptional financial services and fostering strong relationships.
In an effort to further solidify its position as a trusted authority in the industry, MCAN embarked on a comprehensive rebranding journey, redefining its brand identity and reinforcing its core values.
Redefining the Frames of Canadian Mortgage Investments
At the heart of MCAN's new brand identity is the concept of "Redefining the Frames." This ideology encapsulates MCAN's aspirations and embodies its dedication to innovation and growth. Central to this visual identity is the logo, consisting of two key elements: the frame and the wordmark. The frame symbolizes expansion and the creation of new possibilities, with its corners and arrows emphasizing MCAN's clients and their actions.
This modular and flexible design provides the foundation for the brand identity, reflecting MCAN's commitment to adaptability and continual evolution.
Navigating the Real Estate Landscape
MCAN Financial's research and discovery phase involved a thorough exploration of the Canadian real estate market, industry trends, and customer preferences. This qualitative and quantitative research provided valuable insights into customer preferences, pain points, and expectations. By understanding the unique challenges faced by borrowers, investors, and industry professionals, MCAN and Colette were able to tailor the mortgage solutions and investment strategies to meet these specific needs.
The goal was to gain a deep understanding of the market dynamics, identify untapped opportunities, and align MCAN's offerings with the evolving needs of its target audience. As we embarked on this research and discovery journey, the goal was to not only understand the current market dynamics but also anticipate future trends and adapt its offerings accordingly.
Colette's Building-Trust Framework
Central to MCAN's redefined brand identity was the implementation of a Building Trust Framework. This framework served as a guiding principle for all aspects of the brand strategy, ensuring that MCAN's communications, services, and interactions with clients fostered trust, credibility, and long-term relationships.
By incorporating our comprehensive Building-Trust Framework into MCAN's brand strategy, the primary objective was to establish MCAN Financial as a reliable and trustworthy partner in the Canadian real estate market, fostering trust and confidence among its clients and stakeholders.This framework served as a guiding compass for all decision-making processes, placing trust at the heart of the company's identity and infusing every client interaction with unwavering integrity.
Versatility at its Core
MCAN Financial's logo, a combination mark, harmoniously integrates the frame and the wordmark. The logo's simplicity, approachability, and relatable design embody MCAN's core values of trust, loyalty, and professionalism.
The chosen typography for the wordmark enhances the overall visual appeal, employing clean lines and a timeless aesthetic that positions MCAN as a formidable and reputable financial institution.
In addition, the versatile nature of MCAN Financial's logo allows for seamless adaptation and customization, enabling it to be effectively utilized across various sub-brands within the organization.
MCAN's Brand Architecture and Colour Palette
MCAN's colour palette is rooted in blues, which symbolize confidence, stability, and trust. Spanning a range from warm to fresh, and rich to neutral, the palette encompasses six diverse and universal secondary colours.
Each sub-brand within MCAN's brand architecture is assigned a distinct colour, creating a visual hierarchy that effectively organizes the company's offerings and communicates its commitment to meeting the unique needs of its diverse clientele.
From Frames to Stories
MMCAN's redefined brand identity comes to life through a myriad of visual applications that emphasize the company's unwavering dedication to its clients and their financial goals. The frame, a prominent visual element, is dynamically utilized across marketing materials and digital platforms, serving as a metaphorical window that frames different stories and aspirations.
This creative approach showcases MCAN's ability to redefine traditional mortgage solutions and expand the boundaries of what is possible. MCAN's visual applications highlight its ability to redefine mortgage solutions.
Preserving Legacy, Embracing Innovation
The visual language employed by MCAN reflects the diverse clientele it serves, ranging from aspiring homeowners seeking flexible mortgage solutions to commercial clients and institutional investors in search of new opportunities. The imagery chosen represents authentic moments in the lives of MCAN's clients, fostering trust and emotional connections.
MCAN's redefined brand identity boasts both flexibility and longevity, ensuring its relevance as the company continues to evolve and grow. The modular nature of the frame allows for seamless adaptability across various touchpoints, making it easily recognizable and consistent. With a focus on durability and timelessness, the brand identity reaffirms MCAN's established legacy in the industry while presenting a fresh and contemporary image.
Photo credit: Above image captured by MCAN Home Mortgage Corporation: instagram.com/mcanhome
Forging Paths and Empowering Dreams
MCAN Financial's strategic investment in Canadian mortgages is brought to life through its redefined brand identity, "Redefining the Frames." The integration of visual elements, including the frame, wordmark, colour palette, and typography, creates a cohesive and impactful representation of trust, loyalty, and professionalism. By embracing adaptability and expanding the realm of possibilities for its clients, MCAN positions itself as a trusted partner in achieving their financial goals.
Through its comprehensive rebranding effort, MCAN Financial reaffirms its commitment to building enduring relationships and delivering exceptional financial solutions within the Canadian real estate market. With a strategic focus on Canadian mortgage investments, MCAN Financial continues to redefine industry standards and provide unparalleled opportunities for homeowners and investors alike.
Investing in Communities and Homes for Canadians
As MCAN expands its reach and influence, its commitment to innovation and unwavering dedication to its clients remain at the core of its success. With a proven track record and a bold vision for the future, MCAN Financial is poised to shape the Canadian real estate landscape and deliver superior financial outcomes for years to come.
By prioritizing transparency, expertise, a client-centric approach, and exceptional service, MCAN Financial has positioned itself as a trusted authority in the Canadian real estate market. The company's commitment to building trust and credibility serves as the bedrock for its continued success, enabling MCAN to redefine the frames of Canadian mortgage investments and deliver exceptional financial solutions to its clients.