BetTer
Better is a digital mortgage company that aims to simplify and streamline the homebuying process for customers through the use of technology and a customer-focused approach.
Role Brand, Art Direction
Year 2019—2022
Company Better
Brief
The challenge was to create a new visual identity and messaging strategy for Better
to increase brand awareness and customer engagement on all social channels, blogs, and campaigns. The goal was to establish a scalable process for the Brand and Performance Marketing teams in preparation for the company's public offering.
Role
Brand Identity, Design Systems, Visual Storytelling, Art Direction & Film, Creative Strategy
Solution
As an Art Director on the Brand Team at Better, my role was to lead the design efforts for the Performance Marketing team.
The creative strategy and Art Direction reflected the living experience of customers by embracing the emerging culture of remote work and striking an intimate and culturally sensitive tone. The collaboration of cross-functional teams and production partners streamlined the process for rolling out campaigns, enabling Better to efficiently support the demand and rapidly scale.
Copy Director: Meg Gallegher
Design Director: Diego Tres
Producer: Chianne Peterson
Marketing Director: Dylan Weber
Production Partners: Indigenous Media
Brand
We rapidly scaled an effective design system that increased Better’s brand awareness across Instagram, X/ Twitter, and LinkedIn.
“Finding Home”
“Finding Home” is a cross-channel campaign spanning from TV to Social. We collaborated with our production partner at Indigenous Media to concept, shoot, and produce five customers stories as portraits of their homeownership journey’s.
SOLUTION
The implementation of the new visual system and messaging strategy led to significant growth in brand awareness and customer engagement. The company successfully reached new customers during the ongoing pandemic and low-interest rates period, resulting in increased accessibility and transparency in communications with customers.
Overall, the project's success enabled Better to establish a foundation for continued growth and success in the digital mortgage space.
