Branding the modern mortgage.

Paramount Equity Mortgage set out to revolutionize the mortgage industry in 2003 by delivering a service experience that is fast, easy, friendly and convenient. When comes to choosing a mortgage lender today, the consumer has too many choices. Rational benefits are simply not enough to break from the clutter. In order to succeed, Paramount needed a refined brand positioning - to be a brand that is differentiated and aspirational.

Paramount’s goal was to stop telling consumers what they do and instead start telling them what they get and how it will make them feel.