Reverse Mortgage Funding

Tom Selleck aside, reverse mortgages have a, shall we say, “less than stellar” reputation. When Reverse Mortgage Funding came to us for branding and a new positioning, we had a radical idea — tell the truth and face the stigma head-on. Because it turns out, that when you work with the right company, a reverse mortgage can actually be a great financial tool for people as they retire. Based on that idea, we developed a brand new look and voice for them that looks and sounds like nothing else in the category.

• Brand Strategy
• Brand Identity
• Website
• Outdoor
• Digital
• Print
• Social

One of the first ads we did for Reverse Mortgage inspired some of the main brand assets—the home-shaped container and pattern. It illustrates the idea that in retirement, your home can take care of you.

One of the challenges on this project was landing on a design system and tone of voice that would work for both B2B and consumer facing work. We wanted the work for each to be distinct, but share a cohesive thread. Here’s how it turned out: