THE CHALLENGE: Scaling the Standard
In the span of five years, Cardinal Financial evolved from a 250-employee consumer direct mortgage lender into a nationally recognized organization of 4,000 employees. With rapid expansion came diversification, extending beyond consumer direct into retail lending and third-party originations.
While the Cardinal brand had strong recognition, it lacked the bold, modern identity needed to match its growth and energize its industry presence. The challenge was to refresh and elevate the brand without losing the equity and trust already established, creating a look and feel that reflected scale, confidence, and forward momentum.
The Solution
We executed a comprehensive brand refresh designed to amplify Cardinal’s voice, visuals, and digital experience.
Brand Evolution
Refined logo to reflect modern brand styling
Solidified tagline and adopted a fresh, confident tone
Brightened color palette and modernized typography
Emphasized “life in action” imagery and video to authentically represent brand pers
Website Overhaul
Improved usability and navigation
Interactive tools for customers and loan originators
Engaging video content and downloadable eBooks
Stronger alignment between visuals, messaging, and brand positioning
To amplify visibility, Google Ads campaigns promoted the tagline “Mortgage Lending Done Right.”
Launch Strategy
Shipped custom-designed pizza boxes to employees containing:
Brand guides
Values stickers
Informative notecard
Virtual hype video unveiling the new brand
Link to order one of six complimentary brand-values T-shirts from the Company Store
The Results
30% increase in direct search traffic from Google
Elevated digital engagement across customer and LO audiences
A stronger, more confident market presence
Internal alignment and excitement around the refreshed brand identity
W3 Awards Gold (2021). Winning in four categories through collective creative excellence:
General Websites – Website Redesign
General Websites – Branding
Website Features – Best Art Direction
Website Features – Best Use of Photography
WE DEVELOPED a unified rollout that energized teams nationwide, even while remote. IN THE END, WE became bolder, wiser, and a little more CF.
My Roles: Senior Designer (external brand book, swag, apparel, packaging, vendor management), Art Direction (UI + internal brand strategy)
Additional Contributors: Creative Director, Associate Creative Director, Senior UI/UX Designers, Visual Designer, Copywriter, Senior Multimedia Designer, Graphic Designer, Project Manager