| Embrace Home Loans
2010 REBRAND 100 Winners > distinction
Industry: Financial Services
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - 2008/2009 wasn’t exactly the best time in the world to be a financial institution – let alone a mortgage company. At a time when people’s trust was low and their confidence that financial companies will do the right thing was lower, there was clearly a big problem in the industry.
Challenge -In an industry where there were so many companies doing the wrong thing, Advanced Financial Solutions had been building a great business based on doing the right thing for over 25 years. But the brand felt generic. They needed a brand that reflected the integrity of the company.
Strategy - AFS had a uniquely personal touch in dealing with their customers. This high-level of engagement helped customers form tight bonds with those inside AFS’ walls. They embraced their customers and made them feel like a part of the company by providing custom solutions. It’s almost like they became part of the AFS family.
Through participation in the AFS process, qualitative interviews with staff and customers, and simply listening to the words that came out of their mouths when they spoke about AFS, the new name was clear: Embrace. Because life’s best moments are often celebrated with an embrace.
Result - The new name – Embrace Home Loans – and identity has re-energized the company. The president, who was reluctant to change the name after 25 years, is thrilled. With a new outlook and an identity that distinctly clarifies who they are and what they stand for, Embrace has a new lease on life.
Credits:
Client: AFS/Embrace - www.embracehomeloans.com
Brand Strategists/Designers: Brains on Fire - www.brainsonfire.com
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