Brand Design, Digital Design | Fitzrovia Real Estate
Reimagining Pine’s digital mortgage experience
Elevated Pine into a confident, design-led mortgage brand by creating a clear, editorial digital experience that builds trust and drives engagement across every touchpoint.
Business goal:
Strengthen Pine’s market position by creating a digital presence that increases trust, attracts new buyers, and supports scalable growth across every touchpoint in the homeownership journey.
Design/experience goal:
Transform Pine’s website and brand experience into a clear, intuitive, editorial-inspired system. Improve user flows, refine messaging, and extend the refreshed identity across marketing, product, and educational content to create one cohesive and confident brand.
Role:
Lead designer
Refined Pine’s information architecture to guide users through the mortgage journey with clarity and ease.
Built a flexible design system with clean, editorial patterns that kept the brand consistent across every screen.
Extended the refreshed identity across web, product, and marketing to create a unified, trustworthy brand experience.
“The site feels so clean and modern. It doesn't look like a typical mortgage company at all.”
Jemicah Marasigan
— Content Lead, Pine
“Lee transformed the Pine brand with clarity, craft, and intent.
His work brought trust to the experience and lifted every touchpoint.
The impact was immediate and felt across the entire business.”
Amanda Billark
— Head of Design, Pine
The impact
+43%
Increase in time spent on site driven by clearer messaging and more intuitive user flows.$25M
Series A raised to accelerate Pine’s trusted, design-led approach to digital homeownership.96%
customer satisfaction based on 500+ verified reviews.