From the perspective of our target audience, Rocket is an employer first and a fintech company second. With Millennials and Gen Z viewing their workplaces as an extension of their personal identity, we set out to evolve Rocket’s internal brand into something that feels seamless with their lifestyle, values, and aspirations. Taking cues from lifestyle brands, we crafted a visual identity that feels bold, fun, and unmistakably Rocket.
A Space-Inspired Color Evolution
Breaking away from a market saturated with primary colors, we expanded Rocket’s secondary palette with a space-inspired approach. The introduction of Orbit Purple and new gradient treatments—Sunrise, Sunset, and Midnight—added depth and dimension to the brand. By shifting away from traditional blues and yellows, the internal brand now reflects the boldness and energy of Rocket’s company culture.
Balancing Simplicity with Expression
While Rocket’s external brand focuses on clarity and approachability, the internal brand had the freedom to be more expressive. We embraced bold typography, rich gradients, and dynamic layouts to capture the excitement of being part of Rocket’s vibrant team. The result is an internal brand that doesn’t just inform—it inspires.
Photography with Personality
To bring Rocket’s internal brand to life, we leaned into vibrant, personality-driven photography. Team members would be captured against backgrounds and in wardrobe selections that align with the Rocket Companies color palette. Confident poses and dynamic compositions reinforce the idea that Rocket is a place where careers thrive.
