Domain
Domain Home Loans
Reframed Domain Home Loans into a clear, credible product — underpinned by a scalable brand system, unified seamlessly across every touchpoint.
Brand Identity
Product Design
UI Design
Creative Direction
The Challenge
Domain’s property ecosystem was strong, but its home loans offering lacked a distinct identity. The experience felt fragmented - visually disconnected from the core brand, and functionally buried within it.
The opportunity was clear: elevate Home Loans into a confident, standalone product while maintaining trust and alignment with the broader Domain brand.
The Brief
Reimagine Domain Home Loans as a modern financial product — clear, approachable, and digitally first. This meant defining a new visual language, designing a scalable website experience, and creating a system of assets that could flex across digital and physical touchpoints.
Beyond brand — this was about building a cohesive product experience that could convert, educate, and scale.
The Approach
Clarity Across Touchpoints
Started by distilling the essence of trust in property finance, simplifying complexity into clarity. A new visual system was crafted:
– Confident typography with financial credibility
– A refined colour palette that balanced warmth with authority
– Modular components designed for both product and marketing
From there, I translated the brand into a full digital experience — structuring the website around user intent, guiding customers from curiosity to conversion with minimal friction.
The system extended beyond the screen - into display banners, outdoor placements, and a comprehensive brand guidelines toolkit, ensuring consistency at every touchpoint.
The Results
A unified brand and product experience built to scale. Domain Home Loans emerged as a distinct, credible offering within the ecosystem, with a design system that accelerated rollout across channels. The new experience simplified decision-making, strengthened brand trust, and created a foundation for ongoing growth - turning a supporting service into a front-of-mind product.
Domain
Domain Home Loans
Reframed Domain Home Loans into a clear, credible product — underpinned by a scalable brand system, unified seamlessly across every touchpoint.
Brand Identity
Product Design
UI Design
Creative Direction
The Challenge
Domain’s property ecosystem was strong, but its home loans offering lacked a distinct identity. The experience felt fragmented - visually disconnected from the core brand, and functionally buried within it.
The opportunity was clear: elevate Home Loans into a confident, standalone product while maintaining trust and alignment with the broader Domain brand.
The Brief
Reimagine Domain Home Loans as a modern financial product — clear, approachable, and digitally first. This meant defining a new visual language, designing a scalable website experience, and creating a system of assets that could flex across digital and physical touchpoints.
Beyond brand — this was about building a cohesive product experience that could convert, educate, and scale.
The Approach
Clarity Across Touchpoints
Started by distilling the essence of trust in property finance, simplifying complexity into clarity. A new visual system was crafted:
– Confident typography with financial credibility
– A refined colour palette that balanced warmth with authority
– Modular components designed for both product and marketing
From there, I translated the brand into a full digital experience — structuring the website around user intent, guiding customers from curiosity to conversion with minimal friction.
The system extended beyond the screen - into display banners, outdoor placements, and a comprehensive brand guidelines toolkit, ensuring consistency at every touchpoint.
The Results
A unified brand and product experience built to scale. Domain Home Loans emerged as a distinct, credible offering within the ecosystem, with a design system that accelerated rollout across channels. The new experience simplified decision-making, strengthened brand trust, and created a foundation for ongoing growth - turning a supporting service into a front-of-mind product.
Domain
Domain Home Loans
Reframed Domain Home Loans into a clear, credible product — underpinned by a scalable brand system, unified seamlessly across every touchpoint.
Brand Identity
Product Design
UI Design
Creative Direction
The Challenge
Domain’s property ecosystem was strong, but its home loans offering lacked a distinct identity. The experience felt fragmented - visually disconnected from the core brand, and functionally buried within it.
The opportunity was clear: elevate Home Loans into a confident, standalone product while maintaining trust and alignment with the broader Domain brand.
The Brief
Reimagine Domain Home Loans as a modern financial product — clear, approachable, and digitally first. This meant defining a new visual language, designing a scalable website experience, and creating a system of assets that could flex across digital and physical touchpoints.
Beyond brand — this was about building a cohesive product experience that could convert, educate, and scale.
The Approach
Clarity Across Touchpoints
Started by distilling the essence of trust in property finance, simplifying complexity into clarity. A new visual system was crafted:
– Confident typography with financial credibility
– A refined colour palette that balanced warmth with authority
– Modular components designed for both product and marketing
From there, I translated the brand into a full digital experience — structuring the website around user intent, guiding customers from curiosity to conversion with minimal friction.
The system extended beyond the screen - into display banners, outdoor placements, and a comprehensive brand guidelines toolkit, ensuring consistency at every touchpoint.
The Results
A unified brand and product experience built to scale. Domain Home Loans emerged as a distinct, credible offering within the ecosystem, with a design system that accelerated rollout across channels. The new experience simplified decision-making, strengthened brand trust, and created a foundation for ongoing growth - turning a supporting service into a front-of-mind product.