WashingtonFirst Mortgage

Creative Direction, Identity Design, Positioning

We were in need of a branding update, but had challenges with the diverse needs of stakeholders at our company. Prologue navigated these hurdles and delivered a solution everyone is thrilled with: Fresh, updated, but with a mind on where we came from.”
— Patrick Gardner, EVP, WashingtonFirst Mortgage

Raising a fledgling identity.

After being acquired by WashingtonFirst Bank, the mortgage team was in need of a new identity. We conducted a brand architecture study, which yielded a design for a “child logo” based on the bank parent logo. With a nod to the bank’s legacy brand, we created an identity for Mortgage that blended seamlessly with the bank’s culture yet established a distinctive and modern presence for the Mortgage team.