NINTH AVENUE CAPITAL
MORE THAN A Mortgage
Ninth Avenue Capital is a private alternative mortgage lender operating in both commercial and residential real estate. A new venture under the Nicola Wealth umbrella, they needed a brand built from scratch that could hold its own with a sophisticated, high-net-worth clientele.
Starting from zero meant every decision carried weight. The brand needed to communicate strength and trustworthiness without feeling cold or corporate. It also needed to nod to its parent company, Nicola Wealth, without being swallowed by it. The target audience operates in spaces where visual credibility is assumed, not earned over time. There was no room for a brand that looked like it was still finding itself.
The brand draws from both worlds: the clean geometry of modern design and the typographic weight of classic financial institutions. The primary logo uses Raleway, a sans-serif with structural elegance, paired with spaced capitals that read as deliberate and composed. The colour palette was built around Evergreen, inherited from Nicola Wealth, and extended with Sand Stone, Fawn, Eucalyptus, Mist, and Almost Black, a palette that feels grounded, warm, and premium without trying too hard. The system was applied across a full suite of stationery, business cards, email signatures, presentations, white papers, and sell sheets, giving the brand a cohesive professional presence across every client touchpoint.
Ninth Avenue Capital launched with a brand that reads as established rather than new. The visual system works equally well on a business card handed across a boardroom table and a digital presentation shared with a prospective borrower. The stationery and information design suite means every piece of collateral reinforces the same standard, which is exactly what a premium lender needs when trust is the product.
INDUSTRY
Finance: Commercial & Residential Real Estate Mortgages
SERVICES
Brand Design
Branded Material
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THE PROCESS +
We started with discovery and a creative direction document, establishing the strategic principles before any visual decisions were made. Three distinct visual directions were presented in a mood board session, which gave the Ninth Avenue team a clear way to articulate what felt right and what did not. The direction that emerged balanced modern clarity with classic restraint, which became the foundation for everything built after.