Design concepts · Mortgage
Concept: Mortgage lending, San Diego
A home loan site in deep teal where the hero is a wall of San Diego County community names set in tall condensed capitals, split by pale blue slashes.
A design concept, not a client site. The name and every detail of the business it was drawn for have been replaced.
The design decisions
- Sofia Sans Extra Condensed carries the community wall, the service names and the program list, with Libre Franklin for headlines, body copy and the wordmark.
- The palette steps from a deep teal hero to a pale fog band, then a near black service index, with a light green for the home city and a pale blue for slashes and arrows.
- The wordmark is set in type: a short name, a hairline rule and three stacked lines in small capitals, repeated in the footer.
- Services run as full width ruled rows with an arrow at the far edge, and the loan programs sit as a narrow centered list of condensed capitals.
Desktop and mobile
