Rediscover Mortgage Builder

Mortgage Builder is a lending industry-specific software as a service that guides and supports borrowers and lenders from initial application through to servicing.

Our challenge: Formulate a new brand and strategy to reintroduce the 20 year old company to the industry and assist with reputation management which was the result of an interim parent company.

Our Solution: Rebrand Mortgage Builder as “MB” and create a brand ambassador, “Emby”, to help drive awareness, create new customer engagement and experience opportunities, and introduce the new parent company. We created multiple touch points with the brand ambassador to create a cohesive campaign - from social media, to website redesign, to internal documentation, to webinars and presentations - Emby has become “a Lender’s Best Friend”. We also redesigned their logo and established new brand guidelines to fit their new user interface.

We opted for an animal ambassador to reduce friction, drive adoption, and increase memorability in a crowded market. Our research yielded that a German Shepherd would be: highly recognizable for many of the brand attributes MB wanted to draw on; such as compliance, security, support, and training.

Emby had an intended impact on the internal morale of the company as well. Many of the employees at Mortgage Builder had been with the company through the tumultuous acquisitions and were feeling cautiously optimistic about their new parent company. Emby is now the internal mascot - creating multiple opportunities for the team to rally behind a mission and message that is positive and in line with their new management’s vision. Meet her at https://www.mortgagebuilder.com/meet-emby/.