Guaranteed Rate

Integrated Marketing Campaigns

Project Overview & Role

  • Led the creation of a visual system for a new mortgage product designed for both agents and consumers. The objective was to introduce a bold, differentiated identity while maintaining alignment with the Guaranteed Rate brand.
  • The system included logo development, imagery direction, iconography and supporting design elements, along with scalable templates designed for use across internal teams and multiple subsidiary brands.
  • Built a flexible framework that allowed the campaign to adapt across different brand environments through color and content changes while maintaining consistency and usability at scale.

Client: Guaranteed Rate
Role:Senior Graphic Designer, Art Director
Scope: Brand System | Campaign Design | Multi-Channel Marketing
Tools: Adobe Creative Suite | Figma
Industry: Financial Services / Mortgage Lending

Visual Strategy

The visual direction was built to communicate confidence, speed and clarity while differentiating the product within a highly competitive and visually similar market.

Imagery Direction: Selected subjects that conveyed confidence and approachability, reinforcing a sense of control and trust for both agents and consumers. Compositions were primarily framed waist-up to emphasize presence and confidence. Background treatments and color overlays were applied to maintain brand consistency while introducing a distinct campaign identity.

Logo & Identity: The logo was developed using the existing Guaranteed Rate typeface to maintain brand recognition, with an italicized treatment to introduce a sense of speed and forward motion. The arrow element was incorporated as a supporting visual cue, reinforcing continuity with the parent brand while clearly positioning the product as an extension of the core offering.

Icons & Supporting Elements: Created a clean, minimal icon system with increased weight to support a “simple but bold” visual language. Icons were designed to simplify complex concepts while maintaining strong visibility across formats. Subtle depth treatments were introduced to distinguish the system from standard brand applications, giving the campaign its own visual presence while remaining cohesive.

System Thinking: All components were designed as part of a scalable system, enabling internal teams and subsidiary brands to adapt layouts through color and content changes without compromising visual consistency. The system prioritized flexibility, clarity and ease of use across high-volume production environments.

Multi-Channel Execution

Challenge: Create a unified campaign experience across multiple platforms while adapting layouts, messaging and hierarchy for different formats and user behaviors.
Process: Built a scalable visual system applied across email, social, print and presentation materials, maintaining consistent typography, color hierarchy and messaging while optimizing for each channel.
Outcome: The final system enabled rapid deployment across marketing channels, improving consistency, scalability and speed of execution across teams and locations.

— Insights & Takeaways —

  • Designing within an established brand requires balancing consistency with differentiation. This project reinforced the importance of creating visual systems that feel connected to the parent brand while still introducing enough distinction to support a new product identity.
  • Building a system, rather than isolated assets, proved critical for scalability. By developing reusable templates and flexible design components, the campaign was able to extend efficiently across teams, channels and subsidiary brands without sacrificing visual integrity.
  • Simplifying complex financial information through structured layouts, iconography and hierarchy improved clarity and usability across formats. Prioritizing clarity over decoration ensured the work remained accessible to both internal teams and external audiences.
  • This project strengthened my approach to designing with adaptability in mind, ensuring that creative decisions support not just visual impact, but long-term usability, consistency and performance across high-volume environments.
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