Overview:

Homeownership is a process that has been muddled, overly-complicated, and exclusive since its inception. Enter Better.com, a platform dedicated to redefining and equally importantly, simplifying the mortgage process. 

The creative team at Better brought me on to clarify the role illustration holds within Better’s brand and to align all internal stakeholders around a single artistic voice. 

For every project, we’re defining both the style and creating internal guidelines that clearly spell out what our brand is and is not. Subjective taste can often make it hard to agree on a single style, which is why we root our decisions around what an illustration system needs to solve rather than what we personally think looks good.

In this case, Better needed human touch to be more evident in a process that can often feel stressful and sterile. We created a world of lush, imperfect, and painterly, illustrations that brought character and verve into the larger brand system.

Better Team:

ACD, Illustration
Naomi Bensen

Illustrators:
Celia Jacobs
Kiihwan Lim
Annabel Briens

VP, Head of Design
Stephan Hoefnagels

Design Director:
Diego Tres

Design & Creative Operations Leader
Elizabeth Cook

Senior Director, Design Operations
Laura Rosenblatt

Design Program Manager
Jakub Popadiuk

Group Director, UX Writing:
Nick DiLallo

Art Director
Ana Vasquez

Lead Designers
Joe Wright