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.
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: