the client's request:
In the hustle and bustle of the mortgage world, Rate Leaf, a family-owned company, was itching for a makeover. Their communication style felt stiff, and they need to connect more with the target audience.
The home buying process, often seen as a monster under the bed for many consumers in the USA, was something they were hell-bent on taming. As a family business, they knew the value of human connections better than anyone and had a track record of success stories. Some of their clients even got pre-approval for their applications in 3 days- a feat worth bragging about!
Starting with a new tagline: "Home buying for everyone." we wove a narrative around the brand's logo, a small leaf. As customers ticked off the requirements asked by Rate Leaf, they could see a tree sprouting - a visual high-five for their progress.
This concept was splashed across the site's main banner, where we also squeezed in the 'everyone' concept. The banner was a parade of diverse couples or single folks stepping into a house, each cradling a small plant with leaves from the brand's logo.
For the launch, we took to the streets with a marketing blitz that was as bold as it was eye-catching. We shared messages that busted common myths about home buying and real estate, shaking preconceptions and sparking curiosity.
The brand guidelines we whipped up for Rate Leaf were designed to be flexible and versatile. We handpicked a color palette that was bold yet adaptable, a typography that was modern and friendly, and illustrations that made the brand feel familiar and trust inspiring. The brand's personality was defined as decisive, forward-thinking, and spontaneous, with a natural knack for coloring outside the lines.
The main message across all platforms was as clear as a bell: Rate Leaf shatters the boundaries and myths that make folks believe buying a house is as complicated as rocket science.
Ultimately, our work with Rate Leaf was more than just sprucing up the branding, website design, and marketing pieces. It was making the home-buying process feel like a walk in the park for everyone.
rate leaf brand system was created by:
Client: Rate Leaf
Company Manager: Christian Mourra
Creative Director: César Cabrera
Art Director: Samuel Jurado
Graphic Design: Samuel Jurado
Creative Copywriter: Mariangeles Rocha
Social Media Manager: Mariangeles Rocha
Developer: David Toro
Technology: Eduardoluis Manchego & José Huerta
Project Manager: Silvia López