Rocket Brand (2.0 - 2023)
As any good brand team knows, staying current and on trend is critical to a brand's continued relevancy. In 2022, after Rocket acquired personal finance company, Truebill (now, Rocket Money) we set out to enhance our visual identity. This allowed us to better connect with a younger audience we gained through the acquisition. Also, it gave us the opportunity to bring the Marketing and Product design systems closer together for a more unified experience that would connect with all of our users.
Through a series of creative sprints, we partnered designers across the organization to research and ideate on a myriad of design solutions. Ultimately, the final results included: adding softer colors to help humanize communications, a new icon system that leveraged Google Material icons for efficiency, a pictogram style with more color that complemented the new iconography, a revised illustration palette that had product-first in mind and a new pattern. We also added gradients to the system to help add elevated, modern and dynamic energy to visuals.
Brand Central
Brand guidance for all team members at Rocket was housed online. This platform included detailed guidelines, examples of how to apply the brand consistently and downloadable brand assets with access to Adobe Libraries.
Full guidance is only available to Rocket team members. Public guidance is redacted.
Closer to product
My team and I worked closely with product designers to ensure our final updates would be consistent across product experiences and marketing assets, so that we would be delivering a consistent client experience, no matter the touchpoint.
Brand Promise
My team brought form and function together with this “Brand Promise” graphic. The triangle shape presents the promise statement itself at the top, then funnels into how to the deliver the promise and is grounded by the foundation statement.
This concise and easy-to-understand graphic became a north star for teams to use as a quick reference for our strategy.
Change & Communication
With a change this large, it was important we were clear and thoughtful about communicating these changes to creatives across the organization. Through a series of info sessions, we walked creatives through the new enhancements, explained the reasons for the change, shared examples of how to apply the assets and provided links to the updated brand guidance and updated asset libraries.