CASE STUDY
A new home. For a new Brand.
What makes a house into a home?
When posed with rebranding a thriving Vancouver-based mortgage business: the question needed answering. Within a phased, brand architecture roll out with existing lifestyle brand connections, the challenge was 3 stories: Build a new brand, a new brand house, and in the market for a new digital home.
Approach
WHAT I SAW
Limited brand legs: literal mortgage storytelling, practical
Effective, long-term client relationships: consistent communication and support
New product: mortgage insider tracker tool offered as premium subscription
Opportunities:
- Multi-channel marketing
- Standardized, formulaic industry ripe for disruption; new product is industry paramount
WHERE I WENT
Capture & define market opportunity for industry disruption
Align with Founders-CEO on product disruption opportunity
Establish market release timeline
Built & facilitated:
- Brand values workshop
- Brand naming exercise & trademark exploration
Competitive Research
Deep analysis of competitive landscape + CEOs personal expertise
Market disruption opportunity:
Analyze across industries: mortgage, real estate, fintech
Focus on signals, brand disruptors, & product disruptors
Define Brand opportunities:
values (the market gap)
look & feel
Design board:
Brand Opportunities
A new digital home.
The website redesign would stand as a Brand flagship. Key to conversion & conversation, the new landing page needed a clean, minimal UX, approachable, yet premium finish, and huge infusion of warm humanity.
I owned the design and led the implementation/dev.
original website
redesigned website
People make homes. Mortgages and investments merely provide access. Inspired Mortgage’s new Brand positioning is rooted in people’s real messy-dreaming-planning-aging-birthing-exploring lives. Their new point of view provided long term for life, as it’s really lived.
Through research and collaboration, I unlocked the values inside the org’s cutting-edge product. Those values are the human-side of mortgages.
I established a new brand architecture, and leaning into warmth, imperfection, learning, and disruption. Across all channels, experiences, and touchpoints: a new Brand story was told.
To address the long term support needs of the internal, nimble team, I structured the brand tools and assets for ease of use through Canva and the Google suite.
Client: Inspired Mortgage
Location: Vancouver, BC
Season: 2023—2025
Role: Global strategy & implementation, creative & digital design direction, market research, brand design
Collaborators: Founding CEO’s, fractional CMO, and Inspired Mortgage team
Disciplines: market competitive research, trend & insights, graphic design, brand, website design, multi-channel marketing campaign, storytelling strategy