Adapting brand into digital experiences

We landed on a few steps to expand our offerings:

• We created a way for people to manage their finances with Rocket by acquiring Truebill (now known as Rocket Money)
• We launched a new credit card built around homeownership perks
• We launched a rewards program to allow clients to build value by interacting with our online tools

The results of these launches were impressive; 2022 saw a 12% uptick in unaided awareness and a 2% uptick in aided awareness. Additionally Rocket was one of the only brands to increase brand saliency in 2022.

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What I Did

• Expanded naming documentation to better support new products and service developments
• Drove the team to explore future brand evolutions of character, voice and visual identity to help Rocket appeal to a younger client base
• Led the strategic development of an expanded trademark and IP strategy to account for vertical and horizontal expansions
• Developed the framework for the brand promise and foundations to allow Rocket to be differentiated in the market
• Led discussions with senior leadership to develop strategies around creating differentiated brand experiences
• Collaborated with PR and Investor Relations to develop a plan for telling the story of Rocket’s expansions