- Rocket Companies has revealed a new brand identity ahead of the Super Bowl that unites the company’s various brands around the complete homeownership experience.
- The Detroit-based fintech platform –which includes mortgage, real estate and personal finance businesses – unifies many of the company’s services under the overarching Rocket brand.
- The company will reveal the next phase of its brand transformation with a Super Bowl campaign that will be focused on how homeownership has the power to unite the nation.
From Quicken Loans to Rocket Mortgage, Rocket Companies has a history in offering financial products for home owners. In recent years the company has acquired several services that fit this umbrella, pushing for the need to rebrand the companies under one identity.
Amrock, a national title producer, settlement provider and appraisal management company, will be changed to Rocket Close. Amrock Title Insurance Company has relaunched as Rocket Title Insurance Company. Rocket Pro TPO has been renamed Rocket Pro. These changes support Rocket’s mission “Help Everyone Home.” The brand will be further pushing this message at the big game in February.
As part of the rebrand, the company has acquired Rocket.com and introduced a reimagined logo, wordmark, typeface and color palette. The brand worked with design agency Otherway on the rebrand.
“Homeownership is a fundamental building block of the American Dream. As the category leader it is important that every aspect of the Rocket brand lives up to this iconic ideology,” said Jonathan Mildenhall, chief marketing officer of Rocket Companies. “Owning a home creates identity, security, safety and purpose, not to mention the most proven asset class in terms of building generational wealth. This design evolution underscores our belief in the transformative power of homeownership and introduces Rocket as a timeless and iconic brand that empowers people to achieve their dreams.”
