"I realized there hadn't been a brand in American marketing that ever tried to own the narrative of homeownership and everything that homeownership represents as a fundamental building block of the America dream," Rocket chief marketing officer Jonathan Mildenhall tells Fast Company.
"The new brand has been designed to broaden the aperture of Rocket," says Mildenhall, reflecting on the previous brand's inability to appeal to key demographic groups like women and Hispanics.
"You're no longer intimidated with how Rocket presents data. It means that people can feel a lot more confident that Rocket is a brand for them," states Mildenhall on the brand's new approach.
The rebranding update includes a softer wordmark and diverse visual storytelling featuring real clients, emphasizing emotional connections with homeownership.
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