Mortgage Lender: Rebranding

The Residential Mortgage Solutions brand needed a makeover to stand out and get its fair share of this red-hot industry. This regional player needed a more distinctive, memorable, and modern brand – particularly to appeal to younger tech-savvy buyers who like to fill out applications on their mobile devices. BrandTwist was engaged to TWIST this trusted brand and “make mortgages sexy”. Our scope of work included soup to nuts rebranding, including: creating target avatars, defining a new brand promise and values, working with the client’s agency Startup Masters on a new logo and website, creating a new tagline, developing tone-of-voice guidelines, and launching the new brand with employees at a Brand Activation Workshop. Our “Innovation Bingo” exercise helped employees learn about the new brand and take ownership of its future in a fun and engaging way.

“You did a wonderful job and I’m so glad that we rebranded with you . So pleased that we did the employee brand training and kick off …it was great!”

Barry Diggins, President Cazle Mortgage


To create something unique in this category, we TWISTED beyond the tired colors and “me-too” promises of the category to tap into what home ownership really means to buyers and refinancers. Our insight? It’s not just your home, it’s your castle. Hence the new brand CAZLE was born. The distinctive Z spelling signals that this is a modern brand, and the tagline “Dream Big. Borrow Smart.” speaks to both the high-touch support of the team in helping clients achieve their dreams, and the ways the brand’s investment in upgraded systems makes the application process smarter and more customer friendly.


Cazle Mortgage was launched to rave reviews from its toughest critics…the employees, many of whom had been there since the founding over 20 years ago. They are now ready to embrace the new brand as crucial brand ambassadors who will drive its successful roll out across the US.