Llama & Co Mortgage Advisory
Making home loans feel more human
When mortgage adviser Ro Graveston decided to go out on her own, she knew exactly what she didn’t want: a brand that felt corporate, cold, or overly complicated. The mortgage world is packed with confusing jargon, intimidating forms, and brands that all look and sound the same. Ro’s style is the complete opposite - personable, real, and deeply focused on helping everyday New Zealanders feel confident about home ownership.
Our job was to help her create a brand that reflected this difference from day one, and build a platform that could support her vision for growth across Aotearoa.
Our Approach
We kicked off the project with naming, exploring ideas that balanced clarity, personality, and potential for brand storytelling. Llama & Co emerged as the standout: warm, memorable, and totally unexpected in the mortgage space. It gave us a friendly hook to build around and one that immediately sparked curiosity and disarmed the intimidating tone of the industry.
From there, we developed a tone of voice and messaging strategy that mirrored Ro’s way of working. We stripped back jargon, focused on plain English, and centred messaging on real client needs: how do I get started? can I even afford this? who can I trust? The brand voice became calm, clear, and empathetic with just the right dose of personality.
Visually, the brand needed to balance approachability with professionalism. Led by Amy Stockley Smith, the identity paired rich teal blues with warm neutrals, clean typography, and of course - a confident illustrated suite of llamas. The result felt fresh, human, and highly distinctive in a space full of blues, greys, and generic house icons.
Finally, we brought everything together in a custom Squarespace website. Designed and built in-house, the site gives Llama & Co a strong foundation online with easy navigation, clear service pathways, and plenty of room to grow as Ro builds her client base and offerings. From brand concept through to launch day, we worked closely with Ro to make sure every touchpoint felt aligned with her values and ambitions.
The Outcome
Since launching, Llama & Co has carved out a clear point of difference in the market standing out for its warmth, honesty, and down-to-earth tone. The name has become a talking point in client conversations, and the visual identity has helped drive instant recognition online and in the community.
With strong foundations in place, Ro is now set up for success as she grows her client base across New Zealand, with a brand that’s not just memorable, but meaningful too.
