how to make a mortgage company interesting

-At 20 years old, Weber Mortgage had no brand identity, no vision, no mission, no understanding of who the target demographic or ideal client might be, etc.

-Due to the above, their existing print and digital brand assets were dated, generic, and impersonal.

-No cohesive social media strategy. Directionless. Elementary graphics.

-Outdated website, not mobile-responsive, not informative, basic design. The yearly hosting price tag presented an unbalanced cost to benefit ratio.

THE PROCESS:

​-I identified the current market position, competition, growth opportunities, and industry advantages and disadvantages.

-Interviewed general audiences about their fears, concerns, and motivators when looking for mortgage loan companies.

-After auditing their social media, I taught their contracted agency best practices for design, copywriting, and engagement. I also commissioned elevated graphics from a stronger designer, and their engagement spiked as a direct result of my leadership.

-Assessed what resources were at team disposal and what they might need in their arsenal.​

-I also identified potential media partners and outlined a communications plan.

The vision: "Family. Forward."

Those two words communicate the Weber Mortgage history, future, values, and priorities: they're a family-owned company that wants to grow with you as your home loan needs evolve. They invest in their employees, treating them like family so that they're incentivized to take care of you and yours. They know you're trying to make the best decision for your family and future. They're about growth--both yours and theirs.

I crafted the Weber Mortgage brand identity, as well as messaging relevant to their clients' interests, and I provided a comprehensive multi-page brand guide with a cohesive narrative and company profile. I outlined the company voice and values, ideal client profile, philanthropy philosophy, print appearance, digital media approach, etc.

In addition to providing a new logo and improving the look and feel of their overall branding and old business cards, I implemented QR-based digital business cards for each employee. This addresses the common issue of running low on [printed] cards since you can now simply scan their code with your phone to download the contact info on their printed cards. Because good branding is about problem-solving.

My approach was informed by research which included, but was not limited to: interviews with with ownership and employees; evaluation of relevant competition; comprehensive data analysis, and informal surveys.

The great copywriting? Well, that's just part of the package.