New
York-based Mutual Mortgage Bankers was branching out into
neighboring states. When they opened an office in New Jersey,
they had to use the name "Mutual Mortgage Lenders"
since, according to New Jersey state banking laws, a company
cannot use the word "bank" or any derivative unless
they are a savings and loan institution.
The company was forced to register two different logos,
print two different sets of marketing materials and mortgage
forms, and deal with the confusion in the industry of having
to constantly explain who they really were.
I, together with the president
of Mutual Mortgage Bankers, developed a new, all encompassing
name, a new logo, business cards, and letterhead.
With
its new look, Mutual of North America, as it is now called,
was able to cut print production costs, eliminate confusion
in the industry, and grow to become one of the largest,
privately-held mortgage bankers on Long Island.
