We directed and animated an anthem video unveiling Pennymac companies’ new mission-motivated rebrand. The new branding is designed to signal the companies’ ongoing deep commitment to helping customers on their homeownership journey.
PennyMac Financial Services and PennyMac Investment Trust, known collectively as Pennymac, introduced their new branding initiative with a two-minute animated launch video produced by woman-owned creative production studio Mode Project for woman-owned agency Ludwig+. The rebrand anthem video reveals how the updated identity and logo open the doors to the companies’ next stage of growth.
The video brings to life the transformation of Pennymac’s signature roofline into the modernized version signifying positive, forward momentum and a window into the future.
The rebrand was motivated by the companies’ commitment to remain true to their core values - accountable, reliable and ethical - powered by a “do-the-right-thing ethos.” Mode Project welcomed the opportunity to champion this commitment, given its alignment with our mission to “do some good along the way.” The new brand typography is clean and contemporary, with uppercase letters demonstrating strength and ability to provide an enduring foundation for homeownership.
We worked to transcend a typical rebrand sizzle reel in favor of creating an authentic visual positioning statement supporting the companies’ positive mission and impact all powered by an anthemic music composition. Associate Creative Director Brandon Newman, who led the video’s development, summed up this tailor-made opportunity, “The Pennymac companies work to keep lower income families in their homes so when we heard their mission statement and brand values we knew immediately it would be a great fit. Design + Animation + Doing some good along the way.”
Additionally, Mode Project was asked to bring the rebrand animation to life for consumers in animated end tags crowning Pennymac’s latest image campaign in both 16x9 and 9x16 aspect ratios.
