Updating the terms for a mortgage revolutionary
MAXEX revolutionizes the mortgage market with a cutting-edge digital exchange that streamlines loan buying and selling. By creating a central clearinghouse for lenders, banks, and investors, they eliminate inefficiencies, increase transparency, and reduce risk. They sought a brand identity that reflects their transformative approach.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
To preserve their brand equity, the client insisted on keeping the arrow – symbolizing the transactional pulse of their business. Inspired by market fluctuations and candlestick charts, I explored multiple logo iterations, pushing the concept in bold new directions. The result? A sleek, refreshed logo that felt fresh yet stayed true to their roots.
With a refreshed identity in hand, I crafted a comprehensive brand guide featuring a versatile color palette, modern typography, and marketing collateral tailored to key customer personas. The next step? A complete website overhaul. After designing wireframes to optimize every user touchpoint, I guided the front-end development of a sleek, intuitive experience that empowered them to easily adapt to the evolving market, as well as overseeing the creation of a series of impactful infographics to showcase MAXEX’s processes. To amplify their user-friendly edge in the mortgage market, I directed the social media team to produce content pieces that spotlighted their unique services.
Mortgage worries are complex, but MAXEX has transformed an outdated process into something sleek and streamlined. Their new brand identity does the same—taking what’s old and pushing it into fresh, modern spaces.
