An integrated brand identity, which starts with name, logo and slogan, must distill the brand promise in a unique and memorable way. Delivering on the promise –“brand as experience”- then becomes the key to building trust and long-term brand equity.

The purpose of the redesign of the Choice Mortgage Funding website was to establish a solid and meaningful Internet presence and to offer clear information and tools to a broader audience, objectives not fully accomplished by the previous website.

Graphically, the old website lacked the consistency needed to reflect the true image of the company. The planning and execution done on it spoke of a lack of understanding of the basic needs and direction of the company. Moreover, it relied on a very conventional structure, composed of unclear and meaningless images and an incomplete array of categories/services, some of which were not even functional. Additionally, the general placement of all of the menus, link, graphics and text followed no coherent or purposeful goal.