B2B Brand Refresh

Rocket Pro needed more than a campaign. So much more. 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 that 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 embraced the idea that the solution isn't always an ad campaign. So Rocket Pro gave brokers tangible business support, instead of empty promises. 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, to reinforce our broker commitment.

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 photography.

Finally, we gave brokers their own Super Bowl commercial. Running just after the game, it drove home buyers to connect with our brokers on a new website. Helping brokers market their business is one of Rocket Pro's core promises, and we delivered.

We delivered results too. 88% of attendees viewed Rocket Pro as a true partner for their brokerage. Jupiter downloads crashed the site. And my favorite metric: RPX merch sold out..