Atelier Vosloo All work

Bespoke property finance by design

Agency

VCCP

Sector

Fintech

Scope

Strategy Naming Brand identity Brand world Digital Office space

Awards

Transform Awards and Marcom Gold Award — Brand Identity 2021 Creative Pool Corporate Identity Finalist (In book)

Live

atelierfinance.co.uk

A property finance company that provides bespoke lending to bespoke developments.

Atelier believe in creating truly custom partnerships, they aren’t a one-size-fits-all, and they aren’t for everyone. VCCP worked with Atelier to realign their brand identity with their bespoke lending strategy at the heart of the brand world; Custom property finance by design.

The creative expression borrows cues from the property world and the constructed language of site plans. Each one bespoke and fit for purpose.

The branding is bold, brave and modern, conveying Atelier’s commitment to sustainable practice and development. The identity introduces a bold and contemporary colour palette setting it apart from the constrained palettes of the sector. The identity is flexible and has been designed to shift and re-organise across multiple formats. Echoing the custom solutions and variety of each new project. As part of the new look, we developed a set of guidelines, a website, office space and brand assets.

The Atelier brand film: a grid of coloured tiles — site-plan forms in orange, green, blue and clay — shifting and re-forming around the Atelier wordmark
Atelier identity animation loop
Navy statement card in blush FS Industrie: Atelier are a property finance company that provides bespoke lending to bespoke developments. Atelier believe in creating truly custom partnerships, they aren’t one-size-fits-all, and they aren’t for everyone
Navy statement card in blush FS Industrie: Atelier are a property finance company that provides bespoke lending to bespoke developments. Atelier believe in creating truly custom partnerships, they aren’t one-size-fits-all, and they aren’t for everyone
Strategy triangle on navy: Human truth — developers face funding uncertainty and need quick decisions, consistent capital and imaginative solutions; Market truth — investors see untapped potential but face economic uncertainty, an unregulated sector and poor risk management; Brand truth — Atelier offers committed partnership, practical support and integrity, professional processes, custom-built technology and a focus on sustainability. At the centre: Custom finance, by design
Strategy triangle on navy: Human truth — developers face funding uncertainty and need quick decisions, consistent capital and imaginative solutions; Market truth — investors see untapped potential but face economic uncertainty, an unregulated sector and poor risk management; Brand truth — Atelier offers committed partnership, practical support and integrity, professional processes, custom-built technology and a focus on sustainability. At the centre: Custom finance, by design
Brand summary grid: the Atelier wordmark inside a blush outlined square on navy, the blush, teal, orange and slate palette as vertical bands, FS Industrie typography with alphabet and numerals, the cyclist photograph, a set of geometric colour blocks, the Ground up development brochure, the mobile site reading Custom finance, by design, and a navy branded water bottle on mint
Brand summary grid: the Atelier wordmark inside a blush outlined square on navy, the blush, teal, orange and slate palette as vertical bands, FS Industrie typography with alphabet and numerals, the cyclist photograph, a set of geometric colour blocks, the Ground up development brochure, the mobile site reading Custom finance, by design, and a navy branded water bottle on mint
A man in sunglasses and a grey sweater pausing on a black fixed-gear bicycle against a dark wall in low sun, with the Atelier square logo in blush at the right
A man in sunglasses and a grey sweater pausing on a black fixed-gear bicycle against a dark wall in low sun, with the Atelier square logo in blush at the right
Navy hardback notebook with the blush Atelier square logo centred and a ribbed orange elastic closure, photographed flat on a blush ground
Navy hardback notebook with the blush Atelier square logo centred and a ribbed orange elastic closure, photographed flat on a blush ground
Three product brochures on navy — Ground up development in orange, Bridging in navy and Residential planning in green — each pairing an architectural photograph with a geometric colour mark, the Atelier square logo and the line Property finance by design
Three product brochures on navy — Ground up development in orange, Bridging in navy and Residential planning in green — each pairing an architectural photograph with a geometric colour mark, the Atelier square logo and the line Property finance by design
Four navy collateral sheets on blush: a Ground up development lending criteria table, an executive summary of first-time buyer affordability, a Better property finance, by design spread with orange bars, and a capability sheet reading No two developments are the same, so property finance shouldn’t be one size fits all, listing the five lending specialisms
Four navy collateral sheets on blush: a Ground up development lending criteria table, an executive summary of first-time buyer affordability, a Better property finance, by design spread with orange bars, and a capability sheet reading No two developments are the same, so property finance shouldn’t be one size fits all, listing the five lending specialisms
First-time Buying affordability report — The Snakes and Ladders of the Property Ladder — cover showing contemporary apartments, beside an open spread with an executive summary in a blush panel and the heading The eternal dream of home ownership
First-time Buying affordability report — The Snakes and Ladders of the Property Ladder — cover showing contemporary apartments, beside an open spread with an executive summary in a blush panel and the heading The eternal dream of home ownership
Tablet showing the Atelier homepage: Custom finance, by design set in a teal block beside orange vertical bars and a Watch now button, with the line Every development is different and the custom property finance proposition below
Tablet showing the Atelier homepage: Custom finance, by design set in a teal block beside orange vertical bars and a Watch now button, with the line Every development is different and the custom property finance proposition below
Results board on navy: +£200m bridging and development finance since launch, £300m average loan size, £12m largest loan, and Gold at the European Transform Awards and Marcom Awards
Results board on navy: +£200m bridging and development finance since launch, £300m average loan size, £12m largest loan, and Gold at the European Transform Awards and Marcom Awards