B2B Brand Refresh

Rocket Pro needed more than a campaign. The mortgage brokers so critical to its success were on the receiving end of uninspired, transactional marketing with zero brand cohesion. Serving as salt in the wound, Rocket's Super Bowl commercials consistently made them feel left out. Why was the consumer side of the business getting all the attention?

We delivered tangible business support, instead of yet another campaign. That came in the form of a new, annual event called Rocket Pro Experience. RPX for short. Partners and prospects nationwide were invited to attend. Or live stream if they couldn't.

There, we launched Jupiter, a best-in-class loan origination app. We crafted informative breakout sessions to explore lead-gen strategies in challenging markets. And we granted one-on-one access to keynote speakers from top Rocket leadership.

The RPX visual identity walked a tight line between exacting brand guidelines and the need to create something fresh and proprietary. We leaned into our chunkiest fonts, our secondary colors, and dramatic graphics.

Finally, we gave brokers their own Super Bowl commercial. Running just after the game, it guided buyers to a new website where they could connect with our local brokers. Form follows business function.

Role: Creative Director