While at CrossCountry Mortgage, I was given the task of updating branding that had long been overdue for an update while leading a growing team of designers to execute that branding. One of the unique challenges for this branding was developing a system to create a logo for each of the Loan Officers if they wanted one. This logo needed to keep in our corporate mark while allowing for a team name.
This, in turn, created another challenge. We now had 2,000 stakeholders that wanted a voice in the branding. The solution was to learn as much as we can about their markets, goals, and ideas to create a flexible brand that each of the Loan Officers could adopt.