Overview:

New American Funding supports people from all backgrounds in achieving homeownership through a broad lending portfolio, competitive pricing, and a strong commitment to timely closings. I joined NAF as Creative Director to lead a full brand refresh, refocusing the company’s visual and narrative identity around the mission that has guided them for more than two decades.

Identity Redesign

Refreshing the identity at New American Funding meant reestablishing clarity around who the brand is and what it stands for. My first priority was to understand why previous rebrand attempts had failed and where the visual and verbal expression had drifted from the company’s purpose. Through research, conversations, and a close study of customer expectations, I set a clear path for a modern identity that honored the company’s long-standing mission. The result was a more focused and contemporary brand system that restored confidence, strengthened recognition, and helped reposition NAF with a sense of integrity and direction.

Website Development

The redesign of the New American Funding website served as an important step in introducing the updated brand narrative to the marketplace. The refreshed experience strengthened the company’s presence, improved clarity around its offerings, and created a more intuitive path for users. The work focused on elevating the interface, improving flow and functionality, and establishing a modern foundation the company could continue to scale as it built out its own CMS platform.

Video Production

I wrote, produced, and edited several 30-second brand spots to help strengthen New American Funding’s voice and reinforce its commitment to the communities it serves. During my time with the company, I led a focused, high-performing video team responsible for creating internal and broadcast content that supported brand awareness, culture, and customer connection.

Product Design

Working closely with product managers, stakeholders, and NAF’s UI and UX teams, I helped shape a suite of tools designed to support real estate agents throughout the home buying process. My role focused on improving clarity, functionality, and user experience, ensuring each product delivered meaningful value to both agents and their clients.

Collateral Design

The collateral system played a central role in expressing the brand’s new identity. I directed a team of designers in creating a cohesive visual suite—from business cards and brochures to environmental graphics and signage. Each element reinforced the updated narrative and helped build trust and recognition across every customer touchpoint.