MR. COOPER

The home lending industry is confusing and intimidating for many—not just first-time buyers. So, in a marketplace still reeling from the fallout of the subprime mortgage crisis, we gave the nation’s largest nonbank mortgage servicer, Nationstar, a complete top-to-bottom rebrand, with the goal of making this process more accessible and approachable.

We set out to do this by humanizing Nationstar at every touch point, starting with the name. By establishing a personal relationship in a very impersonal category, Mr. Cooper embodies the idea that one person can make a big difference.

One of the first projects we produced for Mr. Cooper’s internal launch was an employee handbook that told the story of the brand evolution and laid out its core values. It’s not only a guide to help share the new way forward, it’s a refreshing pep talk for all 7,000+ team members and is included in every new hire kit.

We followed that with anthemic and tactical TV, and then created social, digital, videos, direct, sweepstakes and the visual design for both internal and external communications. It was a complete departure from the industry and a 180 effort of epic proportions.