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USA Mortgage Unveils Reimagined Identity and Brand Platform 

April 3, 2018
Posted by Dovetail

ST. LOUIS, MO – Brand communications agency Dovetail is proud to partner with USA Mortgage, Missouri’s largest lender, to reveal their new strategic direction, branding and identity.

In Summer 2017, as USA Mortgage identified new growth opportunities in their industry, they also started laying the groundwork for an ownership evolution. After nearly two decades in business, USA Mortgage was going to expand ownership of the company to their employees by implementing an Employee Stock Ownership Plan (ESOP).

As they prepared for this change, USA Mortgage partnered with Dovetail to refresh and reimagine their brand to better reflect their new goals and ambitions. This process included the ideation and creation of a brand new logo, brand platform, and a variety of other marketing and communication tools to ensure a consistent look and feel across the entire USA Mortgage brand.

“We are proud to be a part of USA Mortgage’s brand transformation,” said Dovetail’s Senior Brand Manager Jennifer Schmid. “This process required a lot of research and steadfast effort, and it’s been amazing to see everyone at USA Mortgage embrace this significant change. We look forward to continuing to help them solidify their position as Missouri’s number one lender, and continue to grow nationally.”

This new brand identity will be put in place across USA Mortgage’s 40+ branches around the country. In addition to the visual elements and brand guidelines developed for the company, Dovetail also crafted a new brand platform for USA Mortgage: The Home of Possibility. This short phrase represents the company’s promise to its customers that they will go the extra distance to help make their dreams a reality. It also serves as a promise to their employees and real estate partners that the company will encourage and reward their hard work and entrepreneurial spirit.

Dovetail is proud to help USA Mortgage develop, create, and implement this brand transformation, and they are excited to continue working with the lender to ensure continued success in the future.

Founded in 1979, Dovetail is a specialized brand communication agency located in St. Louis’ historic Central West End neighborhood. They are dedicated to helping brands win and make their mark.

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