Rebuilding the American Dream through
"Sustainable Home Ownership"
Resurrecting a dormant mortgage-lending company and brand takes more than putting lipstick on a pig. With the sub-prime crisis that led to the real estate collapse and Great Recession still rooted in the collective psyche of homeowners and want-to-be-homeowners, now would be the worst time to bring back a forgotten about brand. Or would it? With the HARP program beginning to reinvigorate the home refinancing market, "now" might be the exact right time. And it was...
At the end of its initial lifecycle, the Ditech brand awareness was fairly high. Initial surveys indicated there was little brand erosion. A full-scale research initiative revealed no positive or negative legacy issues - to consumers, the brand was neutral.
As a result of the real estate market collapse in 2009, the new homeowner mindset was in-sync with the new owners of the Ditech business. Sustainable Home Ownership had been the cornerstone of Jim Walter's original business and it would serve as the core positioning in the relaunch of the brand.
The new brand positioning and architecture drove all internal and external communications. New logo design, brand guidelines, corporate values, website, online videos, social media profiles all worked together to create a brand that was dedicated to making sure people would not lose their homes.
Positive brand opinion
Likelihood to consider the brand
Grew to the #5 non-bank mortgage lender in the U.S. in 1 year
*A part of our team's collective wisdom, experiences, successes and passions obtained at other points along our professional journeys.