Nationstar, the largest non-bank mortgage servicer in the US, has partnered with LA-based Phenomenon to rebrand the entire company, including a name change from Nationstar to Mr. Cooper. The team set out to create an expression for the brand that felt approachable at every touch-point, with the new name representing a more personal relationship that customers can have with their home loan provider. The project includes a new logo, comprised only of the Mr. Cooper logotype, which places the new, more human name front and center.
The italic ‘Mr.’ has a handwritten feel, and when mixed with the bold ‘Cooper’ set in lower case letters with distinctive and sturdy serifs. And in an industry where predictable photography is the norm, the new visual style is illustration-based, again to make the touchpoints more friendly and approachable. In the same vein, the typefaces are friendly and simple with just the right amount of personality infused, and a hint of nostalgia. The logotype’s Clarendon-esque letterforms speak back to handset wood type.
Finally, the Phenomenon design team rejected the industry standard traditional jewel-tones — royal blues, greens and reds — in favor of blues and grays that, it is hoped, creates a sense of confidence and trust. Phenomenon Design Director Simrit Brar notes that “a home is one of the largest, most important purchases a person will make, yet the home buying process is confusing and outdated. Our assignment was to reimagine Nationstar from a customer-centric point of view, and by doing so, disrupt the home loan industry. They knew they needed to radically change or risk being left for a better known brand.”