A brand recaptures optimism amidst turbulent times through rebranding

American Home Mortgage Servicing was sold to Wilbur Ross & Co, as part of bankruptcy liquidation in 2007. Under the direction of a newly appointed CEO, a new management team was formed and a new way of doing business was defined. The company decided to shed its name and accompanying legacy identity to fully realize its vision.

The resulting rebranding of the company included a new name, purpose statement, logo design, brand identity, charter, visual identity, and messaging platform. The process included grass roots interviews with employees, positioning and visual identity workshops with key management team members, and an extensive internal and external roll-out.

The resulting brand reflects optimism and a belief in the American Dream of homeownership, as expressed by the company’s employees.