Rocket launches new brand by Otherway

Detroit-based fintech platform Rocket recently revealed a new identity designed by Otherway. It was launched as part of the first phase of the company's brand re-stage, which is set to be fully revealed during its return to the Super Bowl.

Buying a home is the single biggest financial decision most people make, but brands in this arena struggle with low awareness and little loyalty. Through its mortgage, real estate and personal finance businesses, Rocket saw an opportunity to change this and position itself as more than a transactional mortgage provider.

Its ambition was to become a brand that brings more humanity, emotion, and meaning to homeownership. So, Jonathan Mildenhall, Rocket's CMO and former CMO of Coca-Cola and Airbnb, brought Otherway in to work on a new brand strategy and identity.

"After meeting him in LA, he shared his ambition to evolve Rocket into a brand that not only leads the mortgage industry but also instils a feeling of pride and emotional connection," says Otherway founder and CEO Jono Holt.

Since mortgage brands aren't typically known for emotional depth, Otherway had their work cut out for them in making the logistics of homeownership feel more meaningful and aspirational. "With strong existing recognition, this wasn't about reinvention; it was about evolution," says Holt, adding that Rocket's focus on warmth, inclusivity and a broader, more diverse audience resonated with them from the start.

Before the rebrand, the reality was that Rocket lacked the emotional resonance needed to connect with its customers on that deeper level, so the new brand had to be able to shift the role from being transactional to more of a partnership. Consistency was also an issue, and Holt believed that the previous brand felt somewhat dated compared to Rocket's forward-thinking, technology and AI-driven vision,

Rocket's logomark and colour palette already have a lot of equity and recognition, which is why Otherway opted to refine rather than reinvent the identity. Holt clarifies: "The goal was to bring greater intention, uniqueness and meaning to every touchpoint, giving the business a scalable system that not only elevated the brand but also made the complex world of mortgages clearer and more accessible to more people."

With no true category leaders from which to draw inspiration, Otherway instead looked beyond the sector for inspiration. "As per our brief, we looked to iconic brands that don't just sell products but create a presence, build trust and forge deep emotional connections with their audiences," says Holt.

The studio analysed everything from how they looked and acted to how they communicated, and they were able to shape Rocket's identity into something both familiar and forward-thinking and modern, confident, and deeply human.

While Rocket already had brand recognition, its wordmark wasn't easy to read and didn't hold any real meaning. With that in mind, Otherway focused on refining and elevating what was there, making it more meaningful, ownable and aligned with the company's future vision.

Although mortgages are one of life's biggest financial decisions, the category has historically lacked a human touch, so incorporating authenticity and emotion was crucial. Holt explains how the new identity prioritises real stories, featuring genuine Rocket clients in candid photography.

"This shift makes the brand more relatable and ensures Rocket is seen not only as a mortgage provider but also as a passionate advocate for homeownership," He adds. The new identity also foregrounds Rocket's data-driven approach through a structure that simplifies complex information, making homeownership easier to understand.

A key element of this brand evolution is the 'Halo' logo, which Holt describes as "a universal symbol of trust". The redrawn wordmark feels more crafted and approachable, thanks to a shift from block capitals to title case, while its refined geometry mirrors the logo for consistency.

He adds: "Within the halo, the subtle 'R' adds distinctiveness and memorability, staying true to Rocket's heritage while giving the mark a stronger sense of pride and purpose."

Otherway also refined Rocket's softened Rocket's signature red from a bright, intense shade to a warmer, more inclusive tone, again making the brand more human and approachable. The secondary palette also plays a key role, particularly in data visualisation, as each colour was carefully selected and tested for accessibility, ensuring clarity and legibility at every touchpoint.

"The balance between consistency and flexibility was crucial, creating a system that feels structured yet adaptable, allowing Rocket to bring a more playful and human touch across different channels while maintaining a strong, recognisable identity," says Holt.

A more drastic shift in Rocket's identity is the use of real client photography instead of the generic visuals of old. This approach favours authentic homeownership stories, bringing a bit of warmth and relatability to the brand and connecting it to the communities it serves.

Otherway also worked with global foundry TypeType to create two bespoke typefaces: WNTL, a modern sans serif, and Bowtie, a classic serif with warmth and character. Their names honour the late son of Rocket's founder, reflecting the deep emotional connection at the brand's heart.

Holt says: "Designed for clarity and impact, they ensure a seamless experience across all brand applications, from digital interfaces to large-scale campaigns."

Overall, the company's new unified design system is defined by a structured yet adaptable framework, so every piece of communication—whether a mobile app, a website, or an out-of-home campaign—feels unmistakably Rocket while remaining functional and accessible.

According to Holt, one of the design challenges was ensuring the new identity could scale seamlessly across thousands of applications. Rocket operates at an immense scale, so consistency was essential.

"The bespoke typefaces and grid system played a key role in creating a flexible yet cohesive design language, giving Rocket's teams the tools to apply the brand confidently across all platforms."

Beyond the design, challenges included managing change within a $20 billion business, which required close collaboration with Rocket's in-house teams so that key stakeholders were involved in every decision. Holt notes that the speed of delivery was another factor, as Otherway had to move fast to relaunch not just the brand but the entire product ecosystem in time for a major Super Bowl launch.

"It's been an intense process, with a few late nights along the way, but the culture and collaborative nature of the teams made it an exciting and rewarding journey," he says.