HomeBridge, formerly known as Real Estate Mortgage Network (REMN) came to Brand Fever with a passion to rebrand – and simplify. Not only for the organization's loan originators, but for its thousands of families who've been able to own the home of their dreams.
I was asked to join the rebranding efforts on this project, by providing concepts and copy for several strategic deliverables:
I first provided content strategy in the form of a content audit and gap analysis, working closely with our interactive and web development team to find missing or misguided content on the company's website. I wrote over 50+ headlines and edited existing web copy on each page of the HomeBridge website.
Next, I wrote copy for HomeBridge's executive leadership as it went "on the road" to announce its rebranding internally, at 6 of its branch locations, from California to New Jersey. The theme was focused on the notion of "easy", and the company decided on a "Speakeasy" theme; the event was kept under wraps until all employees could join in, at which point the new brand was unveiled.
I also wrote ad concepts (headlines, body copy) for HomeBridge's advertisements, set to run in real estate and mortgage trade publications, as well as national media, including the New York Times and Wall Street Journal.
Homebridge Culture Video
In the spring of 2014, I was brought in to lead content creation for HomeBridge's culture video.
The video's goals were to attract new mortgage and real estate talent to the company, retain existing mortgage lenders, and communicate the company's culture of positivity, community, and passion for helping American's get into the homes of their dreams.
Working out of the Peachtree City office for three days, I interviewed 6-10 of the company's top producers from regions across the U.S., coaching their on-camera responses, and drawing out the most compelling messages for the video.
Prior to shooting the video, I storyboarded scripts read by the company CEO and executive leadership team, touching on HomeBridge's most important core concepts: leadership, employees, business as culture, relationships, growth opportunities, teamwork, talent, advantages, values, and company mission.