New American Funding

Serving the underserved for more than 20 years

New American Funding enables clients of all backgrounds to accomplish the American dream of homeownership by offering a diverse product suite, competitive pricing, and their promise to provide a timely and efficient closing. I was brought in as Creative Director of NAF to help them rebrand and refocus their core values on the mission statement they developed over 20 years ago.

Industry: Real Estate, Mortgage, Finance

Project Scope: Art Direction, Logo, Brand Identity, Website Design, Collateral Design, Video Production

Identity Redesign

One of my first responsibilities working with New American Funding was to breathe some new life into a tired brand. This dynamic industry-leading company fell victim to a stale creative team that lacked the proper leadership during the company’s previous failed rebrand attempts. My process involved meticulous market research, understanding consumer sentiments, and identifying what aspects of the brand need a makeover. From a revamped logo to a refined brand message, every element had to reflect NAF’s evolution while staying true to its core values. My goal was to breathe new life into a tired brand, and reinvigorated its presence in the market and reigniting interest among consumers.

Website Development

The initial redesign of the New American Funding website was to be an interim solution until the company finished building its own CMS platform. While the reskin helped to formally introduce the brand’s new aesthetics and corporate narrative to the marketplace, it also elevated the New American Funding while gaining substantial market share. A new website design focused on better user experience, flow, form, and function will be released in January 2025.

Video Production

The video above is a 30-second spot I wrote, produced, and edited to help celebrate New American Funding’s 20th Anniversary. During my time with NAF I directed a finely-tuned video production department in the development of dozens of internal facing and broadcast spots.

Product Design

Working cross functionally with NAF’s talented team of Product Managers, Stakeholders, and best-in-class team of UI/UX Designers I was an integral part of the development of several unique products to assist real estate agents in seamlessly guiding their clients through their home buying process.

Collateral Design

Collateral design for the NAF rebrand served as the visual ambassador of its refreshed identity. Each piece, whether it’s business cards, brochures, or signage, became a tangible representation of the brand’s new narrative and sustainable future. I directed a team of talented graphic designers is the development of a new cohesive visual strategy, to bolster brand recognition and fosters a sense of trust and connection with consumers, marking a significant milestone in the NAF’s rebranding journey.

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