Case Study

Joella Benson Loan Officer

Joella Benson is a senior loan officer with Town Square Mortgage, based in Dallas, which serves all of Texas and 13 other states. Her professional image required differentiation from the Branding standardization of her company, positioning her as one of the top producers in the local industry with national influence. She was also required to design a visual communication plan highlighting her team's work, emphasizing efficiency, customer service, and personalized follow-up with each client.

Our design response, in collaboration with the Terratino Marketing team, was a personal branding process defining her personality’s key concepts. Secondly, we conducted a comparative study among professionals in the same business niche to understand and highlight the differentiating aspects supporting the positioning strategy.

The final result was the design of a personal logo, always referred to and framed in the regulations of the main company, the development of a tone and voice for its general communication, and the design of a visual communication plan to influence all traditional channels and digital ones that Joella and her team use. Additionally, we developed a range of marketing activities, including networking events and client appreciation initiatives, to support her business relationships.

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