NextUs Lending
BRAND & IDENTITY
Connecting mortgage with the times.
NextUs Lending:
A non-conforming lender that offers outside of the box solutions for borrowers. The concept of the rebrand was to lead with a fintech, competitive, and rebellious edge while eclipsing its natural foundation of not following traditional mortgage qualification guidelines.
A non-conforming lender that offers outside of the box solutions for borrowers. The concept of the rebrand was to lead with a fintech, competitive, and rebellious edge while eclipsing its natural foundation of not following traditional mortgage qualification guidelines.
Challenge:
NextUs Lending wanted to rebrand within the Non-QM mortgage market with a new stance and targeting a new audience.
Strategy:
Create a new identity visual system that could captivate recruiting, and challenge the competition with a new edge.
Execution.
I ensured brand recognition by retaining successful elements from the previous logo and refining its design for a contemporary, tech-inspired look.
Finding the Right Type.
Updating the typeface of the brand to be modern and tech, with just enough character. A typeface flexible enough to work well across large printed displays down to small digital screens.
Forward Looking Imagery.
Electric with a competitive edge was an inspirational phrase used to draw in the next generation of talent.
Print Collateral.
The mortgage industry has a history of keeping older methods fashionable. With a modern twist, the tangible items were used to inspire.
Creating an Incredible
User Experience.
User Experience.
Designing a user experiences that aligns with business goals and aesthetics is no easy task. Keeping the user journey minimal was key.
Impact:
The NextUs Lending rebrand transformed the company’s visual identity into a more modern, fintech-inspired brand system while preserving key elements of existing brand recognition. The new identity was implemented across digital experiences, marketing materials, recruiting initiatives, print collateral, and user-facing touchpoints, creating a more cohesive and scalable foundation for future growth. By aligning the visual language with the company’s forward-thinking lending approach, the rebrand helped position NextUs Lending as a more contemporary and competitive presence within the mortgage industry.
The NextUs Lending rebrand transformed the company’s visual identity into a more modern, fintech-inspired brand system while preserving key elements of existing brand recognition. The new identity was implemented across digital experiences, marketing materials, recruiting initiatives, print collateral, and user-facing touchpoints, creating a more cohesive and scalable foundation for future growth. By aligning the visual language with the company’s forward-thinking lending approach, the rebrand helped position NextUs Lending as a more contemporary and competitive presence within the mortgage industry.
