I was the lead art director responsible for developing Option One’s new brand look and feel. My team and I focused on the key benefits of Option One’s organization: The strong partnerships between its account executives and broker clients, and the peace of mind from partnering with a nonprime lender with solid ethical values.
We developed multiple outreach programs to the broker community, including direct mail, online, and loyalty marketing. Bold graphics, stunning photography, and smart copy connected to our audience on an emotional level, and raised the perception of the brand.
As a result, Option One improved its’ ranking in the industry, rising to the #4 wholesale mortgage lender in the nonprime segment. Option One’s print campaign raised the company’s visibility substantially in the financial trade press, and cues from the trade campaign permeated every internal and external marketing vehicle. In addition, our ads received an ADDY award for B2B trade ad campaign (2005).
