A solid base for expansion.
At a time when the mortgage industry was bruised and battered from the recession, CMG Mortgage emerged as a leader—a strong, reliable, service-oriented company with innovative products. The company was well-positioned for expansion on two levels: 1) geographically from a Bay Area base to five states in six months and 2) from a wholesale focus into both wholesale and retail sectors.
Objective:
EMC was asked to create an identity system that was appropriate for both wholesale and retail audiences and represented the company as a credible industry expert. The system needed to unite formerly independent brokerages under an umbrella identity and, at the same time, meet the communications needs of the highly competitive, fast-paced, complex and constantly changing mortgage industry.
Solution:
Create a color-coded identity system to help distinguish the company’s mortgage products and make each appealing to its respective target consumer group.
Establish style guidelines for all corporate and product communications.
Provide templates for email and flyers that client can easily modify at the local offices.
Define visual style and tone for corporate, wholesale and consumer audiences.
Result:
Integrated all product lines under the CMG umbrella, providing the image of strength, professionalism and intelligence.
Portrayed a consistent brand experience through a variety of communication channels.
Streamlined the internal execution of marketing pieces through the development of style guidelines.
Elevated the visual execution of the CMG brand.
