Close up teaser image showing two dogs napping on a green couch. The piece was part of a suite of marketing materials designed by Carolyn Porter of Porterfolio, Inc. for Prime Mortgage

Visual Identity and Marketing Collateral

Collage of images showing materials designed for Prime Mortgage by Carolyn Porter of Porterfolio, Inc.

After a false start (and a frustrating dead end) with a different graphic design firm, Prime Mortgage hired the freelance team of Julianna Newstrom, marketing consultant, and Carolyn Porter to update their visual identity.

Prime Mortgage’s refreshed visual identity was defined by classic typography, a warm color palette, diverse and welcoming imagery, and a wood grain element used across all marketing materials. Julianna and Carolyn developed the tagline, “The smart way home®,” which reflected the company’s dedication to delivering financially sound home mortgage financing solutions.

Carolyn created materials used across the company: letterhead, envelopes, business cards, folders, postcards, notecards, banner ads, statement stuffers, display signs, sell sheet templates and more. She even worked with the internal team to ensure brand elements were applied to the company’s website (website programming completed by separate vendor).

An unexpected result of the refreshed visual identity, according to Sally Turrittin, one of the company’s founders, was the positive impact the new look and marketing materials had on loan officer recruitment.

“Our experience with Carolyn Porter of Porterfolio was truly a surprise on the upside.  … It was so refreshing to hear her ideas, see her work and realize we would be the recipients of a far superior product at a lesser cost. The hassle factor was also eliminated with her… she is remarkably efficient. Overall Carolyn is a gifted creator, highly articulate and I would never engage anyone but her.”