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IMG is a mortgage lender that focuses on providing reliable and transparent help to their clients.
I was brought on to help them solidify a brand and support their hundreds of regional Loan Officers.
I began by implementing aesthetic "rules" with all new designs so that we could establish a consistent brand.
I incorporated consistent typography to be used through all materials.
Then I made sure to focus on the "human" aspect of the company.
Every single forward facing asset needed to included people and faces.
Anything relating to money can be seen as cold and "inhuman." So I wanted to warm up IMG's brand and focus on the client instead of the money.
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