Right Choice Mortgages
My first ever client. Still going, seven years later.
Right Choice Mortgages is Joe Childes’ mortgage advisory business, based in Rotherham. Joe came to me in 2018 before he had a website, a brand system, or a single member of staff. What started as building his first digital presence has grown into an ongoing relationship that’s still active today.
Where we started
One advisor, no website, a sector that all looked the same.
Joe had the expertise and the client manner to build something, but what he didn’t have was anything to show people when they looked him up. No website, no consistent brand, no social presence. In a sector where trust is everything and first impressions happen online, that was the gap we needed to close.
Mortgage broking is a crowded space. The firms that dominate it tend to look either corporate and impersonal, or cheap and templated. Neither inspires the confidence a first-time buyer or home mover needs when they’re about to make the biggest financial decision of their life. Joe knew the kind of broker he wanted to be, approachable, knowledgeable, genuinely on his client’s side, and the brand needed to say that before he’d even picked up the phone.
The starting point was Joe’s existing logo, which he already had. My job wasn’t to redesign the identity from scratch but to build a complete, coherent brand system around it, one that would work across a website, print collateral, and social media, and that would hold up as the business grew.
The decision
Build a brand the business could grow into.
The temptation with a new sole-trader business is to build something minimal, get a basic site live, worry about the rest later. It’s understandable. Budget is tight, priorities are elsewhere, and the instinct is to do the least necessary to get trading. The problem is that “basic” tends to look basic, and in financial services, looking basic costs you clients before you’ve had a chance to speak to them.
The decision we made early was to treat Right Choice Mortgages as a proper brand from day one, not a placeholder to be fixed later. That meant building a full system around Joe’s logo, colour palette, typography, print templates and social media assets so that every touchpoint felt consistent and considered, whether someone found him through Google, Instagram, or a leaflet through the door.
That approach also meant the brand had room to grow. When Joe expanded his team and moved to bigger premises, the identity didn’t need to be replaced, it just needed to scale. A brand that’s built properly at the start becomes an asset. One that’s patched together becomes a liability the moment the business outgrows it.
It’s why, seven years later, we’re still working together. The second website wasn’t a rescue job. It was a natural evolution.
What We Made
Brand. Website. Print. Social. Then again, better.
The first phase covered everything Joe needed to launch properly: A website built around his existing logo with a full brand system, colour palette, typography, and usage guidelines, applied consistently across every asset. Print collateral gave him something physical to leave behind after meetings. Social media templates for Facebook and Instagram meant his digital presence stayed on-brand without needing a designer every time he wanted to post.
The website included a bespoke client area, a secure space where clients could interact with Right Choice Mortgages digitally throughout the mortgage process, reducing the friction that comes with back-and-forth emails and paperwork. That feature has since been replaced with a third-party system as the business has grown, which is exactly what should happen: the custom build served its purpose while Joe established the business, and a more scalable tool took over when the volume warranted it.
The second website, built as the business matured, was an evolution rather than a reinvention. We modernised the visual approach, sharpened the messaging, and migrated the platform to a more capable system. With SEO work now beginning, the digital presence is being developed further. Seven years in, the relationship is still moving forward.
What Changed
From one advisor to an established firm with premises to match.
That growth happened because of Joe’s work, but a brand that looked credible from day one meant he wasn’t starting from a deficit every time a potential client looked him up.
A second website, now SEO work beginning. This isn’t a client who needed a one-off fix.
“Fantastic service from Greg. He designed our website and has supported us across graphic design and social media ever since. He shares our vision and understands exactly what we need. I cannot recommend him enough."
Joe Childes
Right Choice Mortgages
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