How do you reimagine one of America’s biggest mortgage companies from a customer-centric point of view, giving it a distinctive role, while disrupting the home loan industry?

We created an advocate and partner customers could trust, by developing a new brand purpose--”Keeping the dream of home ownership alive.” We also created an expression for the brand that felt approachable at every touch-point, starting with a new name for the company: “Mr. Cooper.” It’s an unexpected name for the category that spoke to the company’s newfound human touch. Our new visual identity made every touchpoint bold, fresh, modern and approachable.