Brand Strategy & Creative Rebrand Consultant

Mr. Cooper

Led a cross-functional agency team of more than forty in the brand strategy, creative development, and integrated marketing campaign that repositioned the country's largest non-bank mortgage servicer.

Role

Brand Strategy & Creative Rebrand Consultant

Category

Financial Services

Company Stage

Enterprise

DISCIPLINES

Brand StrategyCreative IdentityIntegrated MarketingDigital InnovationConsumer Research

THE BRIEF

Nationstar (the brand name before Mr. Cooper) needed to move beyond a functional financial services identity and into a brand that actually connected with homeowners on a human level. The rebrand had to be bold enough to signal real transformation, credible enough to hold up under acquisition scrutiny, and clear enough to resonate with people making the biggest purchase of their lives.

WHAT WE DID

Brand Strategy

Led cross-functional agency team; conducted brand workshops, consumer research, and ideation sessions with the CMO, CEO, board, and executive team.

Consumer Research

Developed brand strategy grounded in qualitative and quantitative research, cultural trends, and macro demographic analysis.

Identity & Naming

Managed the full rebrand including renaming, identity system, and corporate values.

Digital Innovation

Oversaw development of a new website and mobile app.

Integrated Campaign

Directed TV, digital, email, social, direct mail, and experiential for the rebrand launch.

Media Planning

Built and executed the full media plan for the launch.

THE OUTCOME

The Mr. Cooper rebrand and integrated campaign successfully repositioned the nation's largest non-bank mortgage company with a new human-centered identity across every channel. The work supported the company's repositioning ahead of a ~$19B acquisition.