Keep
Naming, messaging strategy, brand voice, copywriting
Buying and building equity in a home is a powerful way for people to improve their quality of life and create wealth for the future. Homeownership, though, is not very accessible to people who need those benefits the most: first-time, low-income buyers hoping to avoid predatory mortgages.
Framework, a B2B nonprofit with a lovely history educating homebuyers in partnership with mortgage lenders, asked for my help to create a brand for their new B2C company with the hopeful mission of democratizing homeownership.
The Keep team and I…
Named the brand
Defined brand purpose and values
Developed a messaging framework
Created a brand voice and guidelines
Wrote copy for websites, campaigns, product experiences, emails, app store listings
