NOTE: Content is in progress and incomplete.
Within 5 years since its inception as a local startup, Homepoint has become the third largest wholesale mortgage company in the nation. To support its continued growth and the stealth IPO efforts, Homepoint decided to refresh its brand presence and communication strategy.
By the time I joined, external agencies had already been working on significant chunks of visual branding and marketing website projects. As a design director, I became responsible for further finalizing the identity development, creating a compelling verbal and visual brand narrative, and continously collaborating with all areas of the company—product, engineering, marketing, legal, analytics, real estate, and more—to keep improving the brand experience for customers.
Brand strategy, design direction, UX/UI design, front-end engineering
Working closely with Chief Experience Officer, I helped define Homepoint's brand fundamentals and developed a strategic communication framework with verbal branding guidelines.
Brand strategy summary deck
Based on the wordmark proposed by the agency, we tweaked small details and created a series of mark variations for parent and sister companies as well as a variety of digital applications.
To highlight its energetic and approachable personality, we crafted a palette of vivid hues in high saturation. Also, each hue provides 10 levels of lightness tints to ensure proper contrast in any combination.Read more about the colors
Light Blue#0D9BD5RGB: 13/155/213CMYK: 76/24/2/0PMS: 299C
Navy#0C3258RGB: 12/50/88CMYK: 100/84/39/32PMS: 648C
Green#23D58CRGB: 35/213/140CMYK: 67/0/64/0PMS: 7479C
Sky 500#33A1CERGB: 51/161/206CMYK: 75/22/0/19PMS: TBD
Grass 500#40BF8BRGB: 64/191/139CMYK: 66/0/27/25PMS: TBD
Turquoise 500#46B7B2RGB: 70/183/178CMYK: 62/0/3/28PMS: TBD
Eggplant 500#A54AB5RGB: 165/74/181CMYK: 9/59/0/29PMS: TBD
Plum 500#7842BDRGB: 120/66/189CMYK: 37/65/0/26PMS: TBD
Lemon 500#FFB000RGB: 255/176/0CMYK: 0/31/100/0PMS: TBD
Orange 500#E4711ERGB: 228/113/30CMYK: 0/50/87/11PMS: TBD
Berry 500#C23F6BRGB: 194/63/107CMYK: 0/68/45/24PMS: TBD
Cool Gray 500#628C9DRGB: 98/140/157CMYK: 38/11/0/38PMS: TBD
Neutral Gray 500#808080RGB: 128/128/128CMYK: 0/0/0/50PMS: TBD
Revealing the new brand identity, a redesigned website has also launched. Internally, I worked closely with stakeholders to understand their various needs and to assess the old website, and helped define a new sitemap and its UX structure. Externally, I collaborated tightly in front-end code base with the development agency and its project management needs. Post-launch, I ultimately took over the repo and have been maintaining the code.Read more about the site
User segment toggle
Environmental graphics and swags
Digital design system
homepoint.design elements here
HOP, The Point, Launchpad elements here
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