Behind Rocket’s logo update and Super Bowl ambitions

Rocket Companies, which began unifying its various brands in early 2024, is taking the next step with a new logo and an upcoming Super Bowl campaign. The moves come as the Detroit-based fintech company rebrands around the concept of providing customers end-to-end services related to homeownership. The new logo replaces its old black, blocky font with all-red title-case lettering. The company also introduced two custom typefaces intended to create cohesiveness across digital products and printed materials. Also, a horseshoe-shaped image the brand calls a “halo” has been modified and is now placed before the name Rocket, rather than used as the ‘o’ inside the name. The halo is meant to represent “the journey to homeownership and the building of prosperity and generational wealth,” according to the brand. Design agency Otherway worked on the rebranding, which comes under the leadership of Jonathan Mildenhall, who was appointed the company’s first group chief marketing officer in early 2024. Rocket Cos. decided on the new designs after testing showed they resonated more with young people and women, who are outpacing men in homeownership, Mildenhall said. Super Bowl commercials Tracking the latest brand and agency plans Click here The new logo will be used for several Rocket Cos. verticals that beginning today will adopt the Rocket name: national title producer, settlement provider and appraisal management company Amrock has become Rocket Close; Amrock Title Insurance Company changed to Rocket Title Insurance Company and Rocket Pro TPO has been renamed Rocket Pro. Having these businesses share the Rocket name is one of the company’s first steps towards creating a cohesive ecosystem for homebuyers, Mildenhall said. “There are very few one-stop shops that can help a potential buyer find, offer, finance and close on a home,” he said. “We’re talking about an integrated ecosystem that walks clients through the process in a seamless way. One of the most powerful ways of doing that is through a cohesive brand that integrates all of these different verticals so that the client doesn’t feel like it’s being passed from one company to another.” Creating a cohesive identity is Rocket Cos.’ first step towards becoming a brand deeply ingrained in American culture, Mildenhall said. The second step is a campaign from creative agency of record Mirimar launching during the Super Bowl on Feb. 9. “There isn’t any brand that owns the narrative of homeownership in the U.S. and it’s a fundamental part of the American dream,” he said. Mildenhall declined to provide details about what viewers will see during the Big Game, but said the ad will introduce a long-standing core creative idea he hopes lasts at least a decade, comparable to Nike’s “Just Do It” or Coca-Cola’s “Open Happiness.” Mildenhall spent seven years at Coca-Cola where he was involved in the brand’s famous “America Is Beautiful” Super Bowl campaign. Rocket plans to “put a premium on creativity” through design and storytelling and lean more heavily on interactive marketing targeted to various communities, Mildenhall said. For example, it plans to develop experiential events and educational platforms for Hispanic consumers, who are expected to account for 56% of all new homeowners by 2030. The community-building efforts will include social media and iHeartRadio and begin Feb. 10. “I’m not looking for passive sponsorship,” Mildenhall said. “I’m looking for active events where in different geographies we can bring the community together. We can educate and celebrate homeowners who have done well and use their experiences to educate other members of the community.” NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Rocket reported third-quarter 2024 adjusted net income of $166 million, up from $7 million during the same period in 2023. Rocket’s holding company, Rocket Holdings Inc., spent $252 million on U.S. measured media in 2023, according to Vivvix, which includes paid social data from Pathmatics, down from the $316 million it spent in 2022. The Rocket Mortgage brand spent $151 million on U.S. measured media in 2023, a decline from $217 million in 2022.

Behind Rocket’s logo update and Super Bowl ambitions

Featured Stories