HouseAmerica Financial – Mortgage Case Study

HouseAmerica Financial is a new mortgage company based in Glendale, CA that had recently merged with SoCal mortgage specialists, Mortgage Capital Partners (MCP). This new mortgage company required brand identity design and a new website.

We started with the logo design. The brand identity needed to reflect the concept of America, strength, and credibility, while still appearing approachable. We went through about 20 design options before we arrived at a final logo that is clean, strong and easy to identify. The color palette is simple, solid and based on the colors of the American flag. One of the great aspects of this logo is that the house icon can easily stand alone, this makes it much more flexible for online and offline uses.

home loan company final logo

Below are samples of our logo design options. We went through several rounds of design before finalizing the above logo. 

mortgage company logo design samples

You can also see logos we developed for another mortgage client, PennyMac, here.

The HouseAmerica Financial website was built in WordPress. Our primary goal was to establish the brand and provide a basic website structure that could evolve with time. It’s a sturdy, professional, and compact site that ticks all the primary content boxes: for a mortgage website, Home page, About page, Team page, Team bios, embedded mortgage calculators, Blog, and a Contact page. In the Team page, we set up custom fields for testimonials and external reviews with company logos for Zillow, Yelp, and other entities.

Below you can see examples of the home page, loan officer page and loan officer bio page.

mortgage website page example

We also embedded an i-framed loan application, customized to the loan officer, to enable loan applicants to easily apply for loans via the website, directly to their mortgage professional.

The website is built in WordPress, which means it’s relatively easy for non-technical staffers to add and update content on their own. It leverages the responsive Bootstrap framework to ensure responsive behavior cross-platform and cross-browser.

The site is hosted on to facilitate ongoing site enhancements, automated backups and updates, and to take advantage of Pantheon’s well-regarded security protocols. After the site launch, we trained the client how to use the WordPress CMS to edit content. 

In conjunction with the website launch, we designed a print ad for the MLS magazine (mortgage ad example below). As this mortgage company becomes more established the website will be augmented with a variety of inbound and outbound marketing strategies.

MLS ad design example

“The Executionists are fantastic partners for all of our marketing needs. Whether it is designing a logo for a new campaign, putting together a style guide for more cohesive branding, or developing our website, they deliver time and again. They are responsive and talented. Thank you to the entire Executionists team!”

-Alan Pezeshkian, President, House America Financial

Working with The Executionists is a dream come true! They bring vision and expertise that puts our branding on the next level. I highly recommend them for any design or marketing project.”

-Aric Anderson, Marketing Manager, Mortgage Capital Partners

If you need help with your mortgage or loan business identity or online communications, contact Executionists for an assessment. If you’re in the market for a new house, visit our friends at HouseAmerica Financial.

Richard Parr
by Richard Parr
Posted: September 22, 2018