MAXEX’s digital mortgage exchange uses a standardized platform that solves traditional market challenges by providing a central clearinghouse for lenders, banks and investors to buy and sell loans, making the mortgage process more efficient, more transparent and less risky. They were looking to updated their brand identity.

To maintain the equity held in their current brand, the client insisted on keeping the arrow element in their logo – a nod to the transactional nature of their business. Drawing inspiration from the back-and-forth, up-and-down movements, as well as the candlestick charts recognizable to the industry, I walked them though many identity iterations that stretched this concept in different directions, finally landing on a refreshed logo that was cleaner and felt new while not straying too far for their liking.

An updated identity in hand, I designed new brand guide that included a new color palette and typography options suited for any use case, as well as a suite of marketing collateral pieces geared toward various personas within their customer base. A new website was in order, and after creating wireframes to cover every possible entry point into the site, I designed a clean user experience that afforded them the ease of making updates to keep up with the changing market, this process included creating a new suite of process infographics that made plain the solutions MAXEX was offering. In order to better explain their user-friendly position within the mortgage marketplace, I created custom videos for their social media channels that sought to bring their unique services to light.

Mortgage concerns are never simple, but MAXEX has evolved an otherwise archaic process into something more streamlined. The strategy for their new brand identity came to life by doing the same – taking what was outdated and push it into new real estate.