Brand Systems

PHM Brand Infrastructure & Scalable Systems

Two mortgage brands operating across 49 markets: thousands of marketing assets, multiple stakeholder groups, and no shared visual foundation. The work spanned art direction, brand governance, and the systems that hold both together.

The Challenge

Prosperity Home Mortgage had accumulated over 2,000 marketing pieces across 49 jurisdictions with no centralized system, no recent visual refresh, and no clear way to manage it all. Assets lived across personal drives and scattered folders (approved and unapproved work mixed together), while two distinct mortgage brands (PHM and HSL) operated without a shared visual foundation. Audit prep meant days of manual searching, regional teams were producing off-brand work independently, and every new campaign carried real compliance risk.

The Solution

Led the brand redesign and creative operations end to end. Audited 2,000+ assets using Total Expert data, redesigned the top 100 into a cohesive new visual language, and built a PHM design elements library paired with self-serve Canva templates so social media coordinators, Loan Officers, and Regional Leaders across 49 markets could execute on-brand independently. Architected a Compliance Asset Management Repository with three tracking systems covering annual archives, monthly rate flyers, and cross-market promotions spend.

The Impact

Reduced asset search time by 40% and eliminated manual audit prep, moving the team from reactive compliance scrambles to a permanently audit-ready operation. Two mortgage brands now operate inside one governed creative system, with financial tracking across 49 markets, a self-serve template library that removed the designer bottleneck, and an annual rollover process so the infrastructure never has to be rebuilt from scratch.

Tools Used: Figma · Canva · InDesign · Illustrator · Total Expert · Power Automate · Microsoft Lists · Microsoft Planner