An ongoing brand refresh
Viral Nation’s appointment is the next phase in Rocket’s latest move in its ongoing rebrand.
In January, the business debuted its new visual identity, hoping to appeal to a wider demographic of potential home buyers. New features included a new halo symbol representing protection and trust, and a more rounded wordmark.
The new visual elements were developed in partnership with Mirimar and design agency Otherway.
At the time, chief marketing officer (CMO) Jonathan Mildenhall told ADWEEK that the rebrand strives to break down the barriers to homeownership in the U.S. by educating and informing Americans about the home-buying process.
The rebrand culminated in the reveal of a new creative ethos, “Own the Dream,” during Super Bowl 59 with a 60-second spot followed by a stadium sing-along to John Denver’s 1971 song “Take Me Home, Country Roads.”
