One Year Later: A Look Back on our Rebrand

Posted by Amrock
It’s hard to believe that it’s been a year since we deployed “Project Gear Shift” – the code name for our massive rebrand from Title Source to Amrock. This was a collaborative process that took well over a year to execute – but really, talk of rebranding had been underway for years.

Ultimately, it was only a matter of time before it became a necessity. Title Source was founded in 1997 as a small, regional title provider with fewer than 40 team members. Today, we’re a leader in the real estate FinTech industry, providing title, appraisal and closing services nationwide. In order for our clients and partners to see us the way we wanted to be seen, we needed to look and act the part – not just in terms of the products and services we offer, but also in the way we brand ourselves.

brian hughes amrock rebrand one year anniversary“Yes we’re in the mortgage industry, yes we deliver products and services to that industry,” said Brian Hughes, Amrock President. “But at heart we’re a technology company, and our old brand didn’t reflect that.”

And so on February 28th 2018, Amrock team members took their first calls under our new company name. For most of our team members, the transition from Title Source to Amrock happened virtually overnight. But for the team members working on Project Gear Shift for the 18 months prior to the roll-out of the new brand, it was a very different story. 

“We had our work cut out for us,” said Jana Swift, Marketing Strategist, who played an important role in Gear Shift. “Rebranding was a huge project from beginning to end, with lots of discussions on how we wanted to position ourselves in the industry.”

A year and a half is certainly a long time, but in truth that represents only the last stretch of the journey to our new brand. The idea of rebranding has been a topic of discussion more than a few times over the course of our 20-year history as Title Source, but the timing was never quite right – until last year.

“I’ve been with the company 12 years, and in that time the topic of rebranding has come up more than a few times,” said Kelly Palosaari, Marketing Team Leader and Project Manager for all things Gear Shift. “There were a lot of moving parts – hundreds of team members across our family of companies were actively involved with endless moving pieces in order to pull this off.” From conception to completion, it was all hands on deck.

“It started with us bringing in a creative agency to look at our logo and our branding and who we are as a business,” said Jeff Eisenshtadt, Amrock CEO. “As the project grew and grew, we decided that this really had to be more than just a change in logo or a change to our website design. It had to be a change to the entire identity of our company.”

Rebranding a company of our size was both expensive and time consuming. As a nationwide provider, we needed to be licensed in all 50 states. That required us (or, more specifically, our legal team) to register for our new name in each state individually, and work with each state’s governmental and regulatory authorities. This process is so complicated and drawn-out that it can take several months just to get approval. “We actually started on that process the year before,” Swift said. “We worked at vetting out agencies and looking over requirements for changing a national brand.”

 pop up poster amrock rebrand one year anniversary

It wasn’t only our legal team that had their work cut out for them. We’re a FinTech company, powered by sophisticated technological software that’s essential to our business. For months leading up to the rebrand, our technology teams were hard at work writing new code and pushing software deployments to make the transition as smooth and seamless as possible.

While the legal and technology teams were operating mostly behind the scenes to make this happen, the marketing team was tasked with creating and delivering a completely new set of creative materials representative of the new brand. Anywhere that the Title Source name was displayed – on websites, social media or in physical spaces – needed to be updated or completely recreated. That means rewriting, redesigning and reshooting every communication, image or video used for our clients, partners and team members under tight deadlines. 

The end result of all of this? A new name, a new look and a new identity that is more inclusive of who we are and what we do. None of this would have happened without the dedication of Amrock’s amazing team members.

“It was about time that our brand and our look and our logo really reflected who we are as a business,” Eisenshtadt said. “Together, we’re building the Amrock brand to be recognized as the FinTech leader in our industry, providing significant value for our clients and our business for the next 20 years and beyond.”

Congratulations on your “rebrandaversary,” Amrock!