Brand Strategy: Fairway Mid-Atlantic
Fairway Mid-Atlantic is a regional branch of Fairway Home Mortgage (Formerly Fairway Independent Mortgage Corp.). The regional leadership team was interested in developing a unique brand strategy and positioning to increase awareness in local communities and generate more leads.
Working together with the regional marketing director, branch leadership, and our Senior Vice President, it became evident that what made the Mid-Atlantic region unique was the core belief that serving people was at the center of the work. Loan officers, ops managers, and support staff alike were deeply connected to the impact their business had on supporting their customers in achieving their dreams of homeownership.
This revelation became the central principle in the unique brand strategy for the Mid-Atlantic region. This larger strategy was then applied to a new website, promotional materials, and supporting digital marketing efforts.
Brand: Fairway Home Mortgage Mid-Atlantic
My Role: Messaging, Visual Identity & Graphic Design, Storyboard & Script
Collaborators: Regional Marketing Director, External Marketing Agency, Video Production Studio
Deliverables: Regional Brand Strategy & Guidelines, Website, 30 sec. Commercial
Mission Statement:
“We strive to provide exceptional service to ensure the loan process is as smooth as possible from start to finish. Our commitment is to serving you and your family. Our unparalleled speed, industry knowledge, and company support allow us to help you find the best option for your unique situation.
Our team is passionate about helping you achieve your goals. Combined with our streamlined processes, we can help you focus on what matters most.
Mortgages are what we do, not who we are.”
Brand strategy and guidelines translated to PDF for internal use
Regional Website
One major product the region was lacking was a website. Without one, the region was unable to effectively promote their business, communicate to existing and new customers on where to find more information, or generate new leads in the local area.
Working together with an external marketing agency, I helped draft copy for the homepage, product pages, and about page, assisted in SEO optimization, and contributed editorial content for the new blog page.
In addition to the regional website, we helped each loan officer from the region’s branches develop personal landing pages with unique content and custom URLs. This allowed them to retain their personal brand, point customers towards their unique links, and connect them with other useful resources on the larger regional site.
We Are People First
With our new guidelines, messaging, and website in place, it was time to spread the word.
This 30-second commercial communicates the region’s mission through a narrative voiceover. The video itself illustrates the homebuying journey from start to finish with scenes from recognizable local communities to increase awareness and viewer engagement.
This commercial was run as a 30-second ad spot on various streaming platforms, placed on the regional website homepage, and shared across social media channels for maximum reach.
My Role: Scripting, storyboarding, project management, organic & paid media strategy and execution.