Home Loans Get More Human With Mr. Cooper.


Client

Mr. Cooper

Project

Mr. Cooper

Media

Branding

Coming off the worst economic crisis in U.S. history since the Great Depression, the home loan industry had a big problem. And Nationstar—the largest nonbank mortgage servicer in the U.S.–realized that they were part of it. Their reputation among customers was poor. The financial press gave them low marks for performance. And their employees had little to believe in.

Nationstar knew they had to change, so they partnered with Phenomenon to help rebuild their company from the ground up.

 

Our mission was to make Nationstar a more “human” home lender, and it all started with a radical idea: Changing their name to Mr. Cooper.

We set out to humanize Mr. Cooper at every touchpoint, which included a top-to-bottom rebrand, the development of new business strategies, products and services, and a 360˚ launch campaign.

Client

Mr. Cooper

Project

Mr. Cooper

Media

Branding, Digital, Advertising

We created a logotype that clearly differentiated the brand from Nationstar. By placing the new, more human name front and center without any extraneous marks or ornamentation, it is more reflective of the way that Mr. Cooper is working to simplify the home lending process.

We developed a distinct set of brand guidelines, including inspirational Mr. Cooper quotes used throughout to reinforce the essence of the brand and the spirit of teamwork and collaboration.

We also created a visual identity system that intentionally broke from the bland and cold conventions typical of the category. With Andrew Colin Beck, we created a library of images that help to convey complex concepts and processes simply and clearly. The illustration-based style is bold, fresh, modern and friendly. The language is conversational, avoiding the use of confusing mortgage jargon.

 

The company has transformed how it operates and it continues to evolve from the inside out. One of the first projects we produced for Mr. Cooper’s internal launch was an employee handbook that told the story of the brand evolution and laid out its core values.

 

The brand book is not only a guide to help share the new way forward, it’s a refreshing pep talk for all 7,000+ team members and is included in every new hire kit.

On launch day, each team member arrived at their desks to find additional branded gift items. Business cards were created featuring Cooper as the last name for each team member. The new logo was featured prominently throughout the offices, as were inspirational Cooper quotes and even a celebratory birth certificate for the brand.

 

The home lending industry is confusing and intimidating for many—not just first-time buyers. Our goal was to make this process more accessible and approachable.

 

We visually simplified and de-mystified the entire online experience, making it easy to navigate. And we developed and created tools to help customers.

The visual identity affected every aspect from major channels like the website and advertising, down to emails and the monthly statements that homeowners receive in their mailbox.

 

We produced an anthemic commercial featuring Michael Jackson’s “Man in the Mirror” and its message of change, symbolizing the change from Nationstar to Mr. Cooper. It premiered at the New York Stock Exchange for the official launch of the brand. We then shared across multiple channels a series of videos that welcomed customers to Mr. Cooper and explained the many benefits of being a customer, all delivered by our smart, friendly spokesperson, Ray.

Our relationship with the brand continues to evolve as we develop even more technology offerings to enhance the customer experience. With Mr. Cooper, it’s all about the journey, and we’re just getting started.