New Financial Services Branding for a Customer-centric Mortgage Lender

At MBC Strategic, we know the importance of both establishing new investment and financial services brands, and rebranding existing firms to be more authentic to customers, relevant to their needs and thought processes, and more differentiated from competitors. The latter was the case in MBC’s recent financial services branding of Plaza Home Mortgage – a leading mortgage firm with a 15+ year history serving customers across the United States. Plaza has over 700 staff members in all regions of the country, and offers wholesale, correspondent, mini-correspondent, and reverse mortgage products.

The MBC team began by seeking a deep understanding of the Plaza business model, and how its staff and customers viewed the firm. Through a comprehensive series of stakeholder interviews, we learned the importance of “common ground” in the way each Plaza team member relates to and serves the needs of their wholesale customers and mortgage correspondents. Ease through mutual understanding became the central idea behind the new brand personality and core messaging – executed across customized imagery, colors, and messaging that helps the firm stand out from all competitors.

The new Plaza Home Mortgage financial services brand was executed by MBC through core identity, messaging platforms, design of sales materials, website design, and copywriting, as well as the development of specific, versatile brand guidelines that can be applied in the future across any type of communications and materials. Plaza now stands out in the lending space as a financial services brand with a unique perspective and a familiar, comfortable way of relating to customers and affiliates.

Learn more about the Plaza Home Mortgage financial services rebrand here.

Read about MBC Strategic’s corporate identity services here.