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CASE STUDY
ESTABLISHING LEADERSHIP THROUGH SONIC BRANDING

CLIENT: Union Home Mortgage

 

SERVICES: Sonic Branding, VO Production

 

In today’s competitive post-pandemic housing market, mortgage lenders must find new ways to stand out. With 50 years of industry heritage and a national footprint, Union Home Mortgage (UHM) needed a distinct brand presence to reinforce its leadership and connect with consumers.

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APPROACH: An audio logo offered UHM a single solution to create distinction over their competition and grow awareness with consumers. The modern design of UHM’s audio logo evokes their technological innovation and leadership in the industry. The five note melody and spoken brand name strengthen the brands memorability and affinity.

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AUDIO LOGO

AUDIO LOGO SHORT

RADIO

RESULTS: 

  • The audio logo debuted in a series of TV and radio ads across eight new and all existing U.S. markets.

  • As one of the few mortgage lenders with a sonic brand, UHM now has a lasting presence in the minds of homebuyers and refinancers.

  • The strategic use of sound reinforces UHM’s position as a leader in the mortgage industry.

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While we have strong brand attributes visually, we also wanted something audible, so when a consumer heard it they'd say, ‘That’s Union Home Mortgage.’ Our effective audio logo balances the forward-thinking, technology driven aspect of our business with the warmth that our Partners provide to their customers. We’re excited to see where this brand asset takes us.

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—Cindy Flynn, Chief Marketing and Communications Officer, Union Home Mortgage

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