AS Collective
Branding & Website Project

From Mortgage Broker to Cultural Brand Leader

The Challenge: Pania Henry had the expertise to be one of Perth's top mortgage brokers, but she was starting from scratch with zero brand presence. She needed more than just a logo, she wanted her Māori heritage authentically represented while building trust in the competitive finance industry.

The Brief: Create a complete brand identity that honors Māori culture without tokenism, appeals to diverse Perth homebuyers, and positions AS Collective as approachable yet professional in the mortgage space.

The Strategy: Rather than defaulting to typical finance industry clichés (houses, keys, handshakes), we developed a brand rooted in Pania's cultural identity and values. The logo incorporates traditional Māori design elements that speak to connection, growth, and prosperity… concepts that resonate powerfully in the home-buying journey.

—

Project Scope: Complete Brand Identity + Website Design
Timeline: 6 weeks
Industry: Financial Services / Mortgage Broking

A white document or card with the logo and name 'ASCOLLLECTIVE' printed on it, featuring a multicolored geometric icon.

What We Created:

  • Cultural Brand Identity — Logo and visual system that authentically reflects Māori heritage

  • Complete Visual Identity — Colour palette, typography, and brand patterns that work across all touchpoints

  • Professional Stationery Suite — Business cards, letterhead, and documents that build instant credibility

  • Marketing Material Design — Brochures and flyers that explain complex mortgage concepts simply

  • Social Media Brand Kit — Templates and graphics for consistent online presence

  • Custom Website Design — User-friendly site that converts visitors into consultations

A computer monitor and smartphone both displaying a website with an illustration of a woman with long dark hair, lying in a green pool with an orange umbrella and a distressed thought bubble above her head. The website has the text "Fact: Working with me simplifies the home loan process" on the monitor and "Myth: Organising a mortgage is a nightmare" on the phone.

The Result: AS Collective launched with a brand presence that immediately set them apart in Perth's mortgage market. Pania now has a visual identity that tells her story, honours her heritage, and builds trust with potential clients before they even meet her.

Open guidebook titled "Owning Your First Home" with a woman holding a small dog and a woman sitting on the floor with a dog nearby, beside a small table, in a well-lit room with brick wall and curtains.
A collage of nine different images related to home buying, living, and mortgage topics. Includes a smartphone displaying an Instagram post, people moving boxes, a woman working on a laptop, a woman talking on the phone, and various home interior scenes.
Three printed flyers on a white surface, showing interior home photos and tips for first-time homebuyers.

Pania Henry, Founder

"Lauren didn't just design a logo — she helped me build a brand that I'm genuinely proud to represent. Having my Māori heritage reflected authentically in my business identity has been incredible for connecting with clients and standing out in the market."

A woman with long, wavy, dark hair smiling, wearing a black top, with a teal and dark blue background.

Ready for Your Own Brand Transformation?

Seeing how AS Collective went from startup to standout? Your business deserves the same strategic approach to branding. Whether you're honouring your own heritage or just want to stand out in your industry, let's create something authentically you.