Project Overview Prime Mortgage Lending Brand Refresh

Prime Mortgage Lending, an Apex-based non-deposit mortgage lender, has recently experienced exponential growth and success. Expanding branch offices and loan officers in states across the U.S. required a brand and website refresh.


The established company brand needed a modern look. Our creative team built upon the existing logo to create a memorable, up-to-date design, colors, and fonts that would last as the company grew. Once complete we redesigned and developed a new website focused on lead generation through an engaging UI to improve the user experience while allowing for database driven integrations to display loan officers and the addition of branches easily and automatically.


Prime Mortgage Lending offers a variety of loan products to home buyers across the country. Their key differentiators include personalized, round the clock service plus extremely competitive loan costs. However, the audience target goes deeper to support internal stakeholders such as loan officers. And, with a company entrenched in recruitment of new team members, the site had to speak to all three audiences to clearly and effectively communicate brand value.


The brand refresh updated the company’s signature green with a brighter, livelier shade paired with fonts and a design that indicates timelessness, solidity and personal capability. The improved, mobile responsive website offers several data integrations, a clean simple design that highlights specific calls to action, and promotes the personalized, engaging services offered by the professional team who is dedicated to exceptional client satisfaction.

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