Dayn Advisory LLP

Design/Branding

More Info

Client

Dayn Advisory LLP

Services

UI/UX design (website)
Logo design
Branding (namecards and collaterals)

Deliverables

Website
Printables and online collateral designs
Copywritings

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Project Info

Introduction

Dayn Advisory LLP is a mortgage advisory business that believes in providing a holistic mortgage solution that covers end to end advisory home loan, real estate and finance. It is founded by Mr Shamir Wahid, a licensed property advisor who has eight years of banking experience, which he brought forward to his business in order to provide a unique holistic service to his clients.

I have worked with Dayn Advisory LLP from 2019-2021, first as a freelance designer, then as an intern, then as a full time staff holding the position of Business Operations Manager from 2020.

Challenge

Being a new business, Dayn Advisory LLP has an uphill task of putting a recognisable branding into the market. The business needs a corporate identity: logo, colours, writing direction etc.

Solution

A basic branding exercise is in order. I am tasked to design the logo, website and various collaterals for the company.

My role:

Logo Design
Website Design
Collateral Design (Prints)

At a glance

DAYN ADVISORY – Hollistic Mortgage Advisory

I will be showcasing just some of the major design works I did for Dayn Advisory.

The Approach

Minimal Photography/Use of Stock Photos

With the Dayn Advisory team being at bare minimal, original stock of photos is not an option. We also try to avoid the use of stock photos as much as we can for most of our collaterals (only when the design calls for it).

Dayn Advisory’s Managing Director, Mr Shamir Wahid, likes the design scheme for investment bank UBS. Thus I take most of my inspiration from that.

Representing Holistic Mortgage Advisory

“Holistic Mortgage Advisory” is a unique concept that should be the brand message of Dayn Advisory. But how can Dayn put the message across in a clear and precise manner?

Highlights

LOGO

The logo was something that I gave a lot of thought to. The process of creating the logo took three months of research work.

Here is the final accepted logo. Click through the slide to see a breakdown of the design elements:

The Logo

The logo is the defining representation of Dayn. The main text incorporates Dayn’s trade identity mark as an ‘A’ for the word ‘Dayn’, while Dayn’s services are spelled out below.

The logo’s clean look represents Dayn’s approach to providing a simple, palatable overview on mortgage, while enabling our clients via a dynamic and ever evolving range of solutions to suite their needs.

The Concept

DAYN’s logo is based on the Arabic geometric Kufic-style calligraphy. One of the rules of this style of calligraphy is that each line and space has to be of equal ratio to each other. Hence the design meticulously incorporates this rule into the spacing, font weight and main trade identity ‘A’.

The red dot in the ‘A’ is also based on Arabic literary art. The dot is known as an ‘i’jam‘. I’jams are diacritics attached to Arabic letters to identify them. In the early days of Arabic literal culture, red is used to highlight the dots.

The design of the main ‘A’ extends above all other letters, representing the willingness to level beyond the current.

The 'A'

The trade identifying mark is a modern take of Arabic Kufic-style of the word دين. The triangular shape represents a mountain, signifying “Ascendance of the Community”. The angular design pushes upwards, further expressing dynamism and efficiency.

Visually Representing “Hollistic Mortgage Advisory”

Shamir’s vision of offering end to end solution for managing debt and creating income though property was quite mindblowing and ambitious. But he had trouble putting it all together into something palatable enough for his potential leads to understand within a glance.

After much discussion, I worked on a design can visually represent Dayn’s offerings in one single image. Here is the final version of the graphic design for the strategic model for Dayn Advisory that I called “Holistic Mortgage Strategic Advisory” .

The Website

More colours are introduced as part of Dayn’s identity through the website: Warm earthy tones that contrasted tothe usual, psychologically-correct blue tones has always been the colour associated with trust.

The choice for warm tones is to bring out the parallel of a warm and welcoming home, since Dayn Advisory at its core is about a place to call home.