Lennar Mortgage Rebrand

Lennar Mortgage (a subsidiary of America's #1 homebuilder, Lennar Corporation) was the result of rebranding Eagle Home Mortgage to bring all subsidiaries under the Lennar name and support the initiative to simplify the new construction homebuying process.

This provided me the unique opportunity to refresh the brand strategy and guidelines to better support the newly established BrandScript and company vision... "Creating the world's simplest path to homeownership." The foundation of the new brand strategy was positioning ourselves as trusted guides to the hero of the story, the homebuyers. While I was trusted to establish the new direction for the corporate brand identity, the challenge was to create a unique brand experience while not straying too far away from the parent company, as well as work with a logo established by the parent company.

Working within these requirements, I crafted a brand identity that stood on four personality pillars... Simplicity, Aspiration, Approachability and Trustworthiness. This helped me create the brand strategy and visual designs that spoke to homebuyers from all backgrounds and evoked confidence yet maintained a "friendly face". I utilized whitespace to communicate simplicity, photography with a warm and cinematic feel that related to homebuyers while helping them visualize themselves in their dream of homeownership and created a simple and repeatable pattern to create unique brand identifier. I organized everything into a stylescape and an easy-to-follow brand book to help all employees and vendors understand and adhere to the brand’s look/feel/tone.