Challenge
Rocket Companies sought to enhance and simplify the experience for its team members by creating a more unified and human-centered internal talent brand. The goal was to align this internal branding with the company’s overall Rocket brand while providing clear structure and guidelines for both existing and future team member programming.
Solution
Our team worked closely with Rocket’s internal communications and UX teams to build a more granular brand architecture for their team member programming. By anchoring the internal talent brand to Rocket’s overarching brand, we ensured a cohesive and human-centered approach that connected team members to the broader Rocket ecosystem. The new structure provided clear guidelines for creating, building, and communicating team member programs moving forward.
Outcome
The new internal brand architecture successfully strengthened the team member experience, creating a unified identity that resonated with employees. This streamlined approach enabled better communication and alignment across the organization, empowering Rocket to engage and support its team members more effectively. The project was also recognized with a 2023 MUSE Awards Silver Winner, underscoring its impact on enhancing internal team member experiences. The updated structure further reinforced Rocket’s mission of bringing certainty to life’s complex moments, not only for clients but also for its own team, driving both employee engagement and organizational alignment.
