Mortgage Company Brand Overhaul
Strategic Rebrand for Plaza Home Mortgage
CHALLENGE
After winning a comprehensive RFP and pitch process, MBC Strategic was charged with the rebrand of Plaza Home Mortgage, a 700 person national mortgage firm. With a nearly 15 year track record and divisions that span the world of wholesale, correspondent, mini-correspondent and reverse mortgage, Plaza is a growing player in the national mortgage space. The financial services branding project consisted of the development of a creative messaging and design platform as well as the full suite of design and marketing materials.
STRATEGY
Through exhaustive stakeholder interviews and research, the financial branding team at MBC was able to pinpoint a key differentiating messaging platform that focused on the benefits of working in an environment of common ground and aligned interests. With regional support staff and an executive and sales team that shares the same background as their clients, Plaza offers a customer experience truly based on mutual understanding. The design team selected a unique primary color palette and used a combination of imagery to convey this concept of coming together on common ground. The design and messaging platform was then executed across corporate identity, sales, training and web materials.
RESULTS
Plaza Home Mortgage’s rebranding launched in June of 2014, supported by a comprehensive internal communications campaign to help key in on the benefits-based messaging surrounding the theme of common ground and coming together in a supportive environment—no matter what stage of loan process. The new brand was designed to support the continued growth of the company, with a very scalable platform for branch involvement and customer engagement.
