The previous HomeSafe logo featured six different colours and three contrasting typefaces, forming a fragmented brand identity that in its entirety was missing a sense of confidence. Through deep analysis of the brand and its customer base, we highlighted a range of buzz words that encapsulated who Homesafe is: trust-worthy, transparent, secure, reputable, providing freedom, legacy, protection, and flexibility. These guided our design choices.

The new logo introduces the concept of overlapping homes—the smaller home representing HomeSafe and the larger one symbolizing homeowners. This isn’t just a visual update; it’s a direct reflection of what HomeSafe does. The connection between the two homes illustrates the partnership between the company and its customers, emphasizing shared ownership and mutual benefit. The design is simple yet meaningful, stripping away unnecessary complexity to focus on what truly matters—security and trust. The geometric structure brings balance, while the clean lines ensure a timeless, professional look.

To refine the typography, we transitioned to Zona Pro, a cleaner and more modern typeface that brings consistency and professionalism. Its contemporary yet approachable style ensures that Homesafe’s messaging feels both credible and accessible, reinforcing a sense of reliability.

We also refreshed the existing colour palette, maintaining its teal as the primary brand colour but increasing vibrancy to boost modernity and clarity. A deep navy was introduced to ground the brand with a sense of trust and dependability. The interplay of these colours creates a striking yet balanced aesthetic that feels modern, confident, and secure.

The result is a cohesive and modern identity that communicates Homesafe’s promise: to provide homeowners with a secure, transparent way to access their wealth.

For our rebranding specialists, this logo wasn’t just a simple update—it was about translating trust into visuals. Every choice was made to ensure Homesafe not only looked the part but truly embodied the values that make it a reliable partner for homeowners across Australia.

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Since 2005, Homesafe Wealth Release has helped older Australians access the equity in their homes through a unique debt free solution that has proven to be a popular alternative to a reverse mortgage. With thousands of satisfied customers being able to enjoy their retirement and do everything they want to do without fear of financial hardship, it’s no wonder Homesafe were able to source four willing customers to appear in their latest TV commercial. Shot in and around each of the customers’ homes, each of them shares the positive outcomes of having chosen Homesafe, resulting in an ad that is a strong call-to-action for Australians in similar positions.

Ben Crocker, Account Director and Partner at The Faith Agency, commented on the commercial: “With a product like Homesafe Wealth Release that offers such a positive outcome for customers, it was obvious we needed to highlight their stories. But where previous advertising for the business had focused on one customer’s story at a time without a strong emphasis on those positive outcomes, we knew what we needed to do to tell a really convincing story.”

Tim Anderson, Head of Production and Partner at Burninghouse, says, “The coordination involved in a shoot such as this, travelling from Bundoora in Melbourne’s north down to Rosebud on the Mornington Peninsula, coordinating a dozen crew and, of course, each customer, is never easy. But the outcome speaks for itself, with an ad that will really draw eyeballs and drive engagement.”

Says Dianne Shepherd, “Given this is the first new ad we’ve produced since before COVID, there was a lot riding on the outcome. However, I’m pleased to say the ad turned out better than we could have hoped for, and I’m so thankful for the work that Burninghouse and The Faith Agency have put in to pull it off.”

The new ad will form the backbone of a renewed media push booked through Nunn Media, with broadcast TV, radio and socials commencing this week. Burninghouse will also be producing a series of 15-sec and long-form videos to tell each customer’s story online across different platforms.

All of this comes on the back of Homesafe’s recent rebrand, also produced by The Faith Agency. Working to modernise the brand’s presentation, streamlining the use of fonts, colours and shapes, The Faith Agency developed the new logo now rolled out across the brand’s stationary, signage and their latest TVC.

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