LMG
Digital medium:
LMG
LMG is Australia’s largest loan aggregator, supporting a national network of brokers across residential, commercial and asset finance from a single platform. Backed by its in-house tech platform, MyCRM, and a run of acquisitions across some of the country’s biggest commercial and asset finance names, LMG positions itself as the home of the diversified broker.
Building a bolder visual language on solid brand foundations
We took LMG’s existing brand elements and built outward from them, developing a set of custom motifs and iconography that gave the identity more depth and range without straying from what the business already stood for. Rather than a ground-up rebrand, this was about brand expansion, layering in visual assets that could flex across a much wider set of pages and use cases than the existing identity was built for. The result is a design system with far more personality and versatility, ready to support LMG’s growing footprint across residential, commercial and asset finance.
Architecting a site structure for three distinct businesses in one
LMG’s core strategic point of difference is its position across three verticals: residential, commercial and asset finance. Rather than forcing this into a single, generic structure, we designed a divisional site architecture, with each vertical getting its own entry point, its own respective menu and its own suite of pages. This meant carefully mapping user personas across all three audiences and considering how they’d cross-pollinate, so a broker landing in one division could still discover what LMG offers elsewhere. The outcome supports LMG’s positioning as a genuine aggregator across all three areas, rather than a residential-first business bolting on secondary services.
Telling LMG’s story through scroll-driven, interactive design
LMG wanted a site that felt distinctly un-templated, with room to tell its story: the scale of its network, its success metrics, and the sense of community behind its “home of the diversified lender” positioning. To achieve this, we introduced interactive, scroll-driven sections where elements of the page adapt and respond as the user moves through the content, giving the brand story a genuine sense of momentum. Every interactive moment was carefully weighed against function, so the experience never became a novelty at the expense of conversion or clarity. The result is a site that feels dynamic and considered in equal measure, giving users the information they came for while still leaving an impression.
Discuss your next project
If you’re ready to bring your ideas to life, whether they’re in the early stages or fully developed, I’d love to chat about how my team and I can make it happen.
