You’re A Closer

The Brief: Loan Officers are among the most heavily recruited professionals in the mortgage industry, creating a landscape where every recruitment message blends into a sea of sameness. Competitors consistently lead with identical promises, better technology, stronger culture, more support, higher compensation… While these benefits are legitimate for NAF, we needed to differentiate the brand from the hordes of other recruiters

The creative challenge was to disrupt expectations, stand apart from the relentless stream of recruiting outreach, and communicate NAF's promise before a prospect read a single line of copy. The campaign needed to make Loan Officers feel the freedom, momentum, and support that define the NAF experience, turning a recruiting message into a memorable brand moment.

The creative team presented three distinct visual avenues, presenting the value points in distinct veins of Brutalist, Bauhaus and Retro-Futurism.

We ultimately landed on the Retro-futurism concept as its visuals and punchy messaging was unlike anything happening in the industry.

The message clearly highlighted common pain points Loan Officers experience in their roles. At NAF, we remove these obstacles so they can focus on the primary thing they were hired to do, close loans.

Deliverables: Marketing print materials, swag and apparel, office signage, presentation tools, email, social and paid ads.