An overall fresher style.
Cardinal Financial Brand refresh
Cardinal Financial had grown from a small consumer direct mortgage lender (250 employees), to a nationally recognized lender in 5 years (4,000 employees), diversifying its channel offering from solely consumer direct to include retail lending and third-party originations. The CF brand was strong but begging for an engaging and eye-catching identity to reflect its growth and unique personality within the industry.
The effort was a culmination of teamwork and creative passion from all who participated. Brand enhancements and team responsibilities included:
Refined logo to reflect new brand styling
Solidified tagline and adopted a fresh, new tone
Brightened color palette and modernized typography
Emphasized “life in action” imagery and footage to deeply reflect brand personas
It energized the company, bringing forth a more meaningful brand vision and vibrant internal culture.
My role: Senior Designer (brand book, swag, apparel, packaging design; vendor support); Art Director (UI and video strategy)
Additional contributors: Creative Director, Copywriter, Motion Designer, Graphic Designer, Project Manager
We became bolder, wiser, and a little more CF.
Looking to extend our excitement to leadership teams amidst the pandemic, we went all in on a touchless delivery experience capturing a “hot off the press” concept. Shipments included a custom pizza box (containing the brand book) and a notecard to spread the word.
With deliveries complete, we invited teams company-wide to watch the refresh unfold via a hype video and provided corporate teammates with a link to order a t-shirt showcasing one of our six values from our Company Store.
