SYNOPSIS: Harbor Financial, located in Houston, Texas, was expanding their loan origination operations into the Dallas market. In 1996 they contacted Mindcandy to assist them in developing their new brand. After a considerable market assessment, our marketing strategy for developing the brand was to portray the brand as the "new way" to fulfilling the American Dream of home ownership. Hence, "New America" had been branded! We positioned the brand New America with the perfect tagline—"making your dreams come true."

RESULTS: The new brand exploded into the national market! From its inception in 1996, New America, a wholly-owned subsidiary of Harbor Financial, helped them to grow from a small Texas-based mortgage finance company with 50 employees into the 34th largest mortgage banker in America in a few years. By 1998, Harbor Financial and the New America brand were generating $8 billion per year in loan volume. Their ranks swelled to over 500 employees and they boasted offices in over 40 states.