In addition to subtle tweaks to the company’s logo and other details, the brand refresh aims to position Rocket as a fintech platform that supports an “end-to-end homeownership experience.”
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Rocket Companies rolls out ‘Brand Restaging’ on Tuesday laying the groundwork for Super Bowl advertising blitz, aiming to grow business by targeting Hispanics, women, veterans and first-time homebuyers did.
The brand refresh, led by Jonathan Mildenhall, Rocket’s chief marketing officer, includes subtle tweaks to the company’s logo and other details such as the typeface and color palette used in marketing materials.
But the broader goal is to grow Rocket’s customer base and position the company not just as a mortgage lender, but as a fintech platform that supports an “end-to-end homeownership experience.”
While the mortgages provided by Rocket Mortgage are the company’s largest source of revenue, its stable of personal finance and consumer technology brands also include real estate search and referral platform Rocket Homes, personal finance app Rocket Money, and credit card provider Rocket Card, and personal loan provider Rocket. loan.
varun krishna
As Rocket CEO Varun Krishna told Inman in December, the company recently expanded its Rocket.com domain to “a fully integrated, comprehensive home search and lending experience from Rocket Homes and Rocket Mortgage.” Acquired as “a central element integrated into the experience”. ”
“The beauty of Rocket is that we are not just a ‘brand house,’ we are a ‘brand house,’” Krishna said.
Krishna, who will be a featured speaker at Inman Connect New York in January, also highlighted Rocket’s investments in AI, which will help the company anticipate customer needs and respond to demand. He said the company will be able to quickly expand its business.
As part of the rebranding, Rocket said it also plans to rebrand its title, payment and rating service provider, Amrock, as Rocket Close.
Rocket’s wholesale lending division, Rocket Pro TPO, is now known simply as Rocket Pro. This omits “TPO,” which stands for third-party origination (a nod to the mortgage brokers and correspondent lenders that do business with Rocket).
Rocket was overtaken as the nation’s largest mortgage lender in 2022 by rival United Wholesale Mortgage, but the company maintains that its ties to mortgage brokers help it win deals from homebuyers. are. Rocket Mortgage has seen strong business during the pandemic working directly with homeowners looking to refinance, but the company is looking to the wholesale channel to increase its share of the purchase loan business.
Last fall, Rocket hired former Sagent CEO Dan Sogorka as general manager of Rocket Pro and “strengthened the team across the board, from marketing to technology to strategy,” Krishna told Inman last month. Ta.
“We have very ambitious goals for the growth of our purchase mortgage business, real estate agents and real estate agents. [mortgage] Brokers are part of the foundation of that experience,” Krishna said.
Papani Okai, a former Venmo and PayPal executive, was hired in October as executive vice president of product engineering. Mildenhall, who has more than 30 years of experience in the marketing business, including four years as head of marketing at Airbnb, joined the company a little more than a year ago as the company’s first group CMO.
In working with design firm Otherway to revamp the Rocket brand, the company kept in mind a recent study that found 92% of consumers want to buy a home.
Jonathan Mildenhall
“Owning a home creates identity, security, security and purpose, not to mention being the most proven asset class when it comes to building intergenerational wealth,” Mildenhall he said in a statement. “This design evolution highlights our belief in the transformative power of homeownership and showcases Lockett as a timeless, iconic brand that empowers people to realize their dreams.”
Rocket Companies’ new logo (right) eliminates the block capitals in the title case, creating a “friendlier, more approachable feel,” the company says.
The company’s logo now features a “halo,” or “circular shape.” [that] “The arc of protection depicts the journey to homeownership and building prosperity and generational wealth,” while the “unconventional visual storytelling features real customers in photos, depicting the diverse landscape of modern America.” I admire the sides.”
The two “custom typefaces” honoring Rocket founder Dan Gilbert’s late son Nick Gilbert were created to “ensure a consistent visual language across every touchpoint, from digital products to print.” the company said.
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