OwnHome's Brand: warm, welcoming and designed around people

Rebranding OwnHome, an update

James Bowe

Today, I’m excited to share something we at OwnHome have worked on for the past few weeks: a redesigned brand, application flow and dashboard experience.

Our mission

My co-founder, Tim Harley and I founded OwnHome in 2021 because we want to make homeownership, and all the power that comes with it, accessible to everyone.

Right now in Australia, it can take over ten years to save for a home deposit. So it should come as no surprise that about three-fifths of first home buyers do so with the Bank of Mum and Dad.

Homeownership allows people to put down roots, invest in their community, decorate, and live with greater security. For many, home is a starting point for a better future.

Just a year into our journey, we have helped dozens of families start on their path to homeownership—people who don’t have access to family wealth, who are immigrants to Australia, who are planning for their kids' futures. We are so grateful to be a part of their journey. Tim and his fiancé are a part of this early customer group—and we’re determined to help as many families as possible in Australia.

But to do so, we realised we needed to align our brand to who we are and how we operate: with warmth, empathy and ambition.

The values we stand by

We created our values as the framework for how we live at OwnHome. How we support our customers, how we make decisions, how we behave, and how we hire.

The values guided us through our rebrand, and they’ll continue to guide us in the future:

  • Anti-fragility: If there is one thing that is certain, it’s that the world is uncertain. We take the long hard road, over the short easy road.
  • Relationships > Transactions: building a legacy takes time, people and good will. We won’t sacrifice relationships.
  • Authenticity: No tricks. No catches. No hidden fees. Just a simple path to homeownership.
  • Customer-first: Homeownership is tricky, but we’re in our customer’s corner every step of the way.
  • Lead with Trust: Choosing a home is one of the most important decisions anyone will make in their life. We strive to earn and keep trust

The new OwnHome brand

Our colour palette, visual identity and tone of voice are designed to remind us of our favourite homes: they’re warm, welcoming and designed around people.

We hope our new identity allows our customers and community to get a better sense for the experience they’ll have with OwnHome—one that prioritises their family and goals.

We’re hugely grateful to our wonderful team and partners for their input across all elements of this project, and to Vool Studio for their design expertise. The changes will roll out across our platform from today, though you may still find a dash of Old OwnHome’s blue here and there for now.

We’re proud of our work, and our brilliant, creative and experienced team are excited to refocus on the extraordinary task ahead of us of helping the 140,000 first home buyers in Australia with their goal of becoming homeowners.


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