First Community Mortgage, one of the fastest-growing mortgage companies in Middle Tennessee, was looking to raise the profile of its brand. In an age of online mortgage services with little to no human contact, FCM stands apart with its commitment to service, provided by highly experienced loan originators. Through a collaborative process with the client, we developed new branding for FCM called Human Mortgage, emphasizing the human help customers receive throughout the mortgage process. The brand was introduced through a new television and digital advertising and supported by a new website. The fun animation and illustrations communicated FCM’s friendly, low-stress approach to mortgage lending while separating the FCM brand from its competition.