Rocket Rebranding the American dream.

When you think of the most iconic and memorable brands in the United States, mortgage companies typically don’t top the list. However, Detroit-based Rocket, is determined to change that. We partnered with the team to shift the perception of the brand, moving it from a transactional mortgage provider to a passionate advocate for homeownership.

At the heart of the rebrand, the new 'Halo' logo marks a significant evolution of Rocket’s original branding, building on the strong recognition the company has already established. This reimagined logo blends elements of the past with an optimistic vision for the future. The inclusion of the letter ‘R’ at the heart of the logo not only anchors the brand’s identity but also conveys a sense of progression.

The updated Rocket wordmark has been redrawn to be softer and more approachable. The design brings a new level craftsmanship to the name, moving away from block capitals to title case.

To ensure consistency across all touchpoints, we collaborated with font foundry TypeType to create two bespoke typefaces that reflect the brand’s values and vision. WNTL (What’s Not To Like) is a modern sans serif that exudes freshness, innovation, and approachability. In contrast, Bowtie is a classic serif, designed to inspire trust and reassurance while maintaining warmth and character. Both typefaces are named in honour of founder Dan Gilbert’s late son, Nick Gilbert, reflecting the personal and emotional connection at the heart of Rocket’s mission.

A core component of the new identity is a clear and agile grid system, built for design at scale – designed to unify the brand across all touchpoints. Tested for usability from button to billboard, this system allows the different teams to work seamlessly together, ensuring greater consistency and familiarity for customers.

The new visual identity lays the foundation for Rocket's new future, within a category traditionally lacking in emotion and aspiration.