The brief
A brand that had to beat the CRM already open in every browser tab
JammJar is an AI back office for UK mortgage brokers, founded by Karl Griffin. It listens in on a call, fills in the regulated fact find, flags what doesn't add up, and has the follow-up email ready before the adviser's even hung up. The idea is simple: give advisers their time back, so the job can go back to being about advice.
Mortgage brokers haven’t signed up to be data-entry clerks. Yet most of an adviser's day disappears into paperwork, chasing documents, and keeping a dozen cases from sliding sideways – which is, let’s face it, work nobody enjoys. JammJar needed a brand and a site that could say, credibly, that this doesn't have to be the job anymore.
The hurdle was trust. Mortgage is a slow, heavily regulated industry that's used to being sold half-finished tech by companies that don't understand it. Brokers have learned to be sceptical of new AI players showing up with big promises. And their own clients, whose financial and personal data is on the line, needed convincing too.
JammJar already had the features, plenty of them. What it didn't have was a story advisers would want to lend an ear to. Every adviser JammJar talked to asked: how is this different from any old generic CRM? A website that just listed features was going to lose that argument quickly.
Our Solution
A partner who gets inside the product first, then builds a story that sells
Our approach
We didn't start from zero. Lumi Studio was already JammJar's UX partner: building out fact-find functionality, reviewing the mortgage lookup system, working on WhatsApp integration. So we came into the brand and website work already fluent in what the product does.
From there we went wide: research into the mortgage industry, JammJar's competitors, and JammJar's own clients, the language they use, the brands they trust, the tools they're stuck using today. We ran it as a creative sprint, working on multiple rounds of copy and brand before anything was locked in, testing whether the story landed before pushing it further.
Our Process
1. Building a brand to bridge where mortgage advice is and where it's headed
-> A warm, approachable palette instead of the cold enterprise-software look mortgage tech defaults to. Familiar enough to read as established financial services, invigorating enough to promise something new.
-> A neon green accent runs through the brand to do one job: carry the future in, and keep the whole brand feeling fresh, not another beige fintech.
-> A pattern system running through the brand to give a sense of AI at work in the background, modernising the visual language without shouting about it.
-> The logo, type and guidelines were built out to scale across the site, the product, plus any decks and sales materials: distinct from existing mortgage-tech brands, so that it could feel like an exciting new future for advisers.
We gave Lumi creative freedom and they made the most of it. Our brand looks nothing like the rest of mortgage tech, which is exactly what we wanted
Karl Griffin
Co-Founder & CEO, JammJar
2. Telling one strong, magnetic story instead of listing features
-> Rather than a feature-by-feature tour, the site was built around a single argument: JammJar isn't a better CRM, it's a different way of working entirely.
-> AI needed careful handling. What advisers want is more time for the client relationships that brought them into the job: helping someone get into their dream home faster, and staying with them through a process that's often long and difficult. Every mention of AI on the site was framed as added value in service of that.
-> The site had to work as well for small firms and larger ones, so pages were written and structured to flex between "will this help my small team today" and "should I bet the business on this."
3. Making a complex process click in seconds
-> JammJar's core loop (call in, fact find filled, follow-up sent) is a process that inherently changes mortgage brokers’ way of working. So we had to make it easy to picture and understand. We created custom animations to show that flow happening, instead of describing it in another paragraph of copy.
-> Motion did the job text couldn't: turning "the AI cross-checks details from your call against the file" into something you watch happen in five seconds.
4. Earning the right to be trusted with regulated, sensitive data
-> Security is key in this industry. So we built out a dedicated section addressing UK data residency, encryption, and how the AI is kept away from raw client documents wherever possible.
-> We handled claims carefully throughout: never promising guaranteed compliance, and only printing rock solid numbers. The credibility this brand needed had to be earned, not oversold.
5. Keeping the story straight while the product kept moving
-> JammJar is moving fast, with new features shipping weekly and firms asking for more of the platform, so the product sometimes changed shape mid-project. Rather than treat that as friction, we worked the site as a living system: adjusting pages as the product grew, without losing the thread of the core narrative.
-> The JammJar team stayed hands-on throughout, which kept the site anchored to what the product actually did, what it would soon become, and how clients would react.
