Intellifi

INTRODUCTION

Year
2022
Industry
Insurance, Professional Services, Finance, Technology
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Building a Future-Ready Brand for Intellifi

CMLS Financial, one of the largest traditional mortgage lenders in Canada, needed a fresh approach. They were spinning off a division focused on providing innovative solutions to the wider industry—offering services to competitors, something relatively unheard of in the mortgage space. This new venture, Intellifi, needed to position itself as a leader in lending technology, service, and expertise, while appealing to both sophisticated institutions and everyday consumers.

Intellifi’s mission was clear: make lending simple by providing cutting-edge technologies and services that streamline the process. But to stand out, they needed a new brand that was as innovative as their solutions. That’s where we came in.

OBJECTIVES

Defining the Goals

Our engagement with Intellifi had two primary objectives:

Build a New Brand Identity: One that would signal trust, innovation, and accessibility to a diverse audience—from finance professionals to tech-savvy institutions, all while feeling approachable for mom-and-pop businesses.

Design a Seamless Website: Creating a user-friendly digital experience that reflects Intellifi’s forward-thinking approach, while serving as a valuable resource for users seeking technology-driven lending solutions.

Our approach involved developing a full brand strategy, messaging, visual identity, and website design that would highlight the innovative, efficient, and reliable nature of Intellifi.

Creative Direction: Evolving with Purpose

Intellifi needed a brand that reflected their unique position in the market: a data-driven, technology-powered firm about to make waves in the lending industry. We started by crafting a brand story that captured their mission of democratizing technology and providing lending solutions with increased accessibility.

We developed a brand voice that was forward-looking, professional, and human. It needed to speak confidently to industry veterans while feeling inviting to newer players in the market. The messaging positioned Intellifi as both a reliable partner and an innovative force—an organization driven by experience but not afraid to push boundaries.

Technology: A Platform Built for Growth

The creative direction for Intellifi’s visual identity was built around a single guiding principle: progress. We wanted the brand to feel living, evolving, and in constant motion—reflecting the pioneering spirit of the company itself.

To achieve this, we focused on clean, minimalistic design with ample white space to let the content breathe. Gradients and lines from the logo were carried through to the website, offering visual consistency and a sense of motion across the site’s key pages. Rounded corners on content cards and CTAs softened the brand’s innovative edge, making it feel more approachable while still retaining its professional tone.

Ultimately, we wanted Intellifi to look both aspirational and trustworthy. The design had to reflect a sense of ongoing evolution, where technology meets human experience in a clean, approachable way.

Abstract shapes and gradient overlays were used to symbolize innovation and growth, creating a cohesive visual language that felt both modern and timeless.

USER EXPERIENCE

Crafting the User Experience: Intuitive, Simple, Effective

We knew that Intellifi’s audience—ranging from finance professionals to lending institutions—needed a digital experience that was as seamless as the services they offered. To deliver this, we conducted workshops, user interviews, and internal testing to inform the site’s information architecture and interaction design.

The navigation was streamlined to guide users effortlessly through Intellifi’s diverse service offerings—whether they were looking for technology solutions, servicing options, or debt valuation services. We focused on creating intuitive user flows that would simplify complex information, allowing users to quickly find the resources they needed.

To keep the experience engaging, we introduced subtle animations that enhanced the overall feel without overwhelming the user. Interactive elements were designed to be functional and purposeful, always keeping the user’s needs in mind.

Technology: A Platform Built for Scalability

The website was built on WordPress with a custom-made theme, optimized for performance and scalability. Given Intellifi’s forward-thinking focus, we followed best practices for responsive design, ensuring that the website would perform smoothly across devices—crucial for a brand positioning itself as tech-driven.

By adhering to WCAG 2.1 AA accessibility standards, we ensured that the site would be accessible to all users, including those with disabilities. The final product was a site that was as technically robust as it was visually engaging.

The new Intellifi brand and website quickly positioned the company as a leader in the Canadian lending industry. By creating a brand that balanced innovation with trustworthiness, we helped Intellifi launch with confidence, ready to make an impact in a competitive market.

The website now serves as a key touchpoint for both prospective partners and clients, presenting Intellifi as a modern, forward-thinking solution to lending challenges.