Rocket Mortgage wanted to showcase their Home Equity Line product with a nod to the holidays, without being too on-the-nose. I envisioned the messaging as if it were stitched into a cozy holiday sweater.
Result: Nearly 40 inquires within the first week
I developed the branding for Rocket Homes’ year-long morale-boosting initiative during COVID. The campaign launched with an introduction video and a range of branded swag to engage and energize team members.
I lead a team at Rocket Mortgage Marketing that was asked to rebrand Amrock Title Insurance Company—a member of the Rocket Family Of Companies (FOC). They came to us asking for help designing a logo for their new company name.
Working with the client in a discovery workshop, we looked at both the competitors in their market and other Rocket FOCs. An exercise was also conducted where we looked at magazines that fit what we thought the brand should match. The keywords that we came up with to help guide our design decisions were: simple, trustworthy, bold, forward-thinking, and approachable.
I led two other designers in the collaboration of the design process. We generated as many options as we could.
Early in the process, I came up with the idea of using a shield to represent the newly named company. The shield represents strength without being aggressive. Each of the options fits the keywords that we agreed upon.
I worked on co-branded materials specifically tailored for bankers and real estate brokers. My focus was on creating clean, professional layouts with minimal elements and a strong emphasis on typography.
These designs were carefully aligned with the Rocket brand identity while remaining adaptable, allowing end-users to customize certain elements to suit their specific needs without compromising the cohesive and polished look.
I led the UI/UX, website design, and logo design for Client Central, Rocket Homes’ portal for over 10,000 partner real estate agents. The platform allowed agents to seamlessly update client progress in the home search and buying process, removing the need for a Rocket Homes Agent Coordinator to call twice a month for the same information.
Rocket Mortgage put out a call to design a logo for an online photo exhibit where Team Members can submit their photographs.
The goal of the online exhibit was to raise awareness and money for Darkroom Detroit—a non-profit dedicated to increasing photography access, education, and visual literacy in Detroit.
Since the name ‘A Light Collection’ doesn’t immediately convey photography, one key direction was to incorporate a camera or another visual element that clearly denoted photography to ensure the logo’s purpose was instantly recognizable. My initial reaction to this was simple: ‘perfect.’ I firmly believe that clichés, especially in design and logo creation, shouldn’t be dismissed outright—they’re clichés for a reason. The key lies in how they’re executed.
Working on the digital roughs is by far the stage I enjoy the most. I get to see my quick sketches come to life. This process is all about refining my sketches to get the simplest design I can, while still retaining recognizability and legibility.
Rocket Homes wanted to build additional rapport with its real estate agent partners. So, once a quarter they invited about 30 agents from their national network to spend the day with them. The all-day event presented current and future aspects of the business.
This quarterly presentation centered on communication and the exchange of ideas, which inspired the concept. I combined quotation marks to symbolize communication with the Yin and Yang to represent balance and partnership. These elements were seamlessly integrated with the letters ‘PD’ to create a unique and impactful logo.
How do you differentiate the same message to different audiences in social media?
For this short campaign, I created a different graphic approach for the two audiences. This was done to help vary the feeds of bankers so that visually, it didn’t look like the same post being repeated.
Team member volunteering was low, with only 15%–20% participation. Rocket Homes asked, “How can we raise that number?” It was decided give the initiative its own brand.
I designed the Rocket Homes Good Neighbor logo to appeal to team members’ better nature by incorporating wings and a halo with the classic styling of the original hand-crafted lettering.
After the introduction of the logo along with an internal company-wide campaign, volunteering participation increased to nearly 85%.