Context Freedom Mortgage sought to drive new customer acquisition and elevate overall brand awareness. They engaged Feld Advertising to develop a new brand strategy and creative campaign repositioning them to a broader audience. In tandem with these deliverables, the team explored a new logo, look and feel to encourage cohesion across brand and advertising.

Brief The brand exploration aimed to emphasize personalized service, Freedom’s key differentiator, and to convey a modern-day, meaningful concept of freedom and how it relates to notions of home.

Solution At the heart of the exploration is a new logo that transforms the double letter in “Freedom” into a simple yet powerful symbol of connection. With various expressions, the symbol conveys freedom and home as deeply personal and infinite.