Project details

I suggested that the team was investing in the wrong brand. Quicken Loans was struggling with some perception issues, and the name was being licensed from another company. But Rocket Mortgage, the company’s innovative online application, was seeing some big success. I suggested that rebranding the company to Rocket Mortgage would better show the innovation, simplicity and power of Rocket’s processes.

We went live with the first phase of the rebrand in 2019. In a company of around 20,000 team members, changing the name was no small feat. But we felt good about the brand system we created, which not only encompassed Rocket Mortgage, but also their real estate company Rocket Homes, personal loans company Rocket Loans, and sister brands Rocket Pro and Rocket HQ.

How I contributed

• Created a five-phase “branded house” strategy for unifying several disparate brands (Quicken Loans, In House Realty, Rocket Loans, QL Credit) from a visual, experiential and legal standpoint

• Created a naming strategy for leveraging Rocket’s master brand for companies, products and features

• Led the development of a trademark, IP and copyright strategy with the Legal team to allow Rocket to scale beyond the U.S.

• Engaged Lippincott, a creative consultancy, to partner on brand architecture strategy, visual identity, and character and voice

• Engaged Monotype, a font specialist, to develop a custom typeface

• Engaged We Are Listen, a sonic studio, to develop a sonic identity

• Overhauled the visual identity system across five companies, including defining new logo systems, colors, typography styles, icons, and illustrations across sales, marketing, product experiences and internal brand