Rocket Companies, the fintech platform and parent of Rocket Mortgage, today (Jan. 14) debuted a brand refresh that appears to position the company as the “most culturally significant and inclusive brand in America,” in accordance with Rocket Companies CMO Jonathan Mildenhall.
“We recognized that staying relevant means evolving each visually and emotionally, ensuring our brand resonates with diverse audiences in meaningful ways,” Mildenhall said in emailed comments. “Our new visual identity is about sharpening our narrative and creating a visual and emotional identity that mirrors the transformative role we play in people’s lives.”
The new visual identity brings together the company’s various services under the Rocket brand at a newly acquired Rocket.com domain. It includes a new “halo” logo marque that symbolizes trust and protection in the homeownership journey; a word marque that shifts from block capitals to title case for approachability; two bespoke, sans-serif typefaces; and a softer, warmed Rocket Red color. The design system is the results of a six-month process with design agency Otherway.
Courtesy of Rocket
“We began with extensive research to grasp the perceptions of our brand, others in the category and the broader cultural and market trends. From there, it was about defining our North Star — what Rocket truly stands for today and what we aspire to be in the future,” the executive said. “We also ensured alignment with our teams across Rocket to reflect our tech-forward, human-first approach authentically. Together, we crafted a daring, cohesive story that resonates across all touchpoints.”
The rebrand will live across the brand’s digital platforms, marketing campaigns, partnerships and in-app user experience. Along with the visual refresh, Rocket has rebranded title producer Amrock as Rocket Close, Amrock Title Insurance Company as Rocket Title Insurance Company and Rocket Pro TPO as Rocket Pro.
At the Super Bowl
The new design system was designed to appeal to each the brand’s established audience and key growth demographics, including Hispanic, female, veteran and first-time homebuyers. Moving forward, the brand will include photography of real clients to exhibit inclusivity and and have a good time homeownership, which Rocket describes as the “modern American dream.”
The brand refresh is the first step in the company’s 2025 plans for a companywide transformation that reintroduces Rocket to consumers. The next step shall be a previously announced Super Bowl campaign that seeks to exhibit how homeownership can unite the country around themes of pride and belonging.
“Expect [the ad] to embody the essence of Rocket: daring, progressive and authentic. This spot will remind people of the human side of homeownership — the dreams, aspirations and stability it represents,” Mildenhall said.
New creative agency of record Mirimar will lead the Super Bowl effort, a spokesperson previously confirmed to Marketing Dive. Previously, Rocket Mortgage in 2022 featured actress Anna Kendrick and the Barbie brand in its Super Bowl ad, but Mildenhall said the new spot is a “complete departure” from what the brand has done before in the big game.
“We’ve learned that a Super Bowl ad shouldn’t be just a 60-second time to entertain; done right, it’s a moment to capture cultural attention and solidify emotional connections,” the executive said. “Audiences respond best once we mix breakthrough creative with authentic storytelling that reflects their aspirations.”
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