The Second Mortgages
The Second Mortgages is a private mortgage company operating in the Greater Toronto Area, specializing in providing alternative lending solutions. They focus on offering second mortgage options to homeowners who may not qualify through traditional financial institutions.
Line of Work: Private Mortgages
Year: 2025
Location: Greater Toronto Area
Services Provided:
1. Website Development
2. Logo & Branding
3. SEO
Monogram & Wordmark
The monogram combines an abstract ‘S’ form with dual segments to symbolize the concept of "Second"—a nod to second mortgages. Its mirrored structure represents two distinct parties, visually capturing the relationship between lender and borrower. The interlocking shape emphasizes connection and movement, reinforcing the idea of financial flow and partnership at the core of their service.
Iconography
A series of custom icons were created to enhance the visual identity and add character to the overall design. While not tied to specific meanings, they help improve the look and feel of the website and marketing materials, making them more cohesive and visually engaging.
Buttons
The custom buttons were designed using elements from our iconography, creating a consistent visual language across the interface. This approach ties the design system together, reinforcing brand identity while improving the user experience through cohesive, recognizable visuals.
Colours & Font
The colour palette is vibrant and dynamic, chosen to create a bold, modern presence that stands out. This use of rich, contrasting colours adds energy to the brand and brings visual depth to the website and marketing materials, while the warm, inviting font helps create a more approachable tone.
