i started a contract role with rocket mortgage at an exciting time in the company’s history: on the eve of their 40th anniversary, they were rolling out new brand and voice guidelines that would have a ripple effect on everything from social media posts to trade show white papers.
this was a particularly interesting task for me, as someone whose only experience with home buying is staring dreamily at real estate listings from my rented apartment.
the challenge
update old copy and create net new copy for a variety of assets. i needed to make it energetic, but not overly-enthusiastic. compassionate, but not sappy. these are fine lines to walk — made even finer by the knowledge that sometimes, a new home isn’t always a dream home.
the solution
using the new brand guidelines, i dove deep into the copy to bring it up to the new standards without sacrificing information or key details. from a series of emails for when clients close on a house:
to flyers educating people about home equity loans:
and my favorite project: a greeting card sent out to people who have just purchased a home with rocket mortgage. i don’t often get to work on tangible items, which made this all the more special.
all of these projects required me to think through not just the audience, but how the copy aligned with rocket’s new tone of voice guidelines.
additionally
this was my first freelance role! i worked alongside a half dozen other freelancers who were as excited as i was to dive into the work. i created and managed a weekly check-in for the freelancers to talk about current projects, 1099 forms, and how we all had country roads take me home stuck in our heads.
emotional language. 