City Bank Mortgage
We Make It Happen. You Make It Home.
Nobody dreams about getting a mortgage. They dream about what happens after it.
Nobody dreams about getting a mortgage. They dream about what happens after it.
The shift
The category tends to make the loan the main event.
Paperwork. Rates. Forms. Dashboards.
We flipped the emphasis.
The mortgage was just the thing helping you get somewhere else.
The idea
We Make It Happen. You Make It Home.
City Bank handles the complicated part.
The customer keeps moving toward home.
The journey
We redesigned the experience around progress.
Clearer steps. Clearer information. Better access to local lenders.
The goal was to make the process feel like movement instead of paperwork.
No keys
We stayed away from the usual mortgage imagery.
No keys. No handshakes. No smiling couple standing in front of a suspiciously perfect house.
The world
Phones moved through dimensional spaces built from stairs, doorways and architectural forms.
Every screen became another step forward.
The experience
The design wasn’t decoration around the mortgage process.
The process itself became the brand expression.
The experience itself became the brand promise.
Credits
- Gabe Kachirisky
- Creative Director / Art Director
- RD Thomas
- Agency
