First Cal
branding + website

Working closely with the First Cal team, we were able to understand the sensitivity of updating the brand of a generational company. We crafted a new voice and look that honored their past and supported their present and future ambitions.

The mortgage process is often the largest financial decision an individual or family will make, and one they have to live with. That is to say, it's stressful. We used First Cal's knowledge and compassion to build a brand for them that could reassure their anxious customers. They would be the guide to help them from start to finish, all the way home. 

After a successful strategic rollout earned buy-in in-house, First Cal was eager to show their new brand to the world. Using the understanding we earned over the course of our branding, we created a site that distilled the complexities of the home loan process into comprehensible information.

But it wasn't just about their customers. The website needed to support all audiences, and that included their Loan Advisors. We positioned them as the go-to resource for our customers and provided them with an intuitive and easy to use map search function, ensuring that all audiences were accounted for. 

Creative Direction: Josh Talbot
Account Managment: Windy Swindt
Writing: Reyn Murphy
Graphic Design: Patrick Finney, Aileen Almazora
Development: Terry Beyak, Daryl Knight, Paul Tehraar