Rate – Latino Access Program Campaign
Rate (formerly Guaranteed Rate) is an American mortgage and financial services company with a technology-driven business model focused on expanding access to homeownership for marginalized communities. The Latino Access Program campaign introduced their new platform: the first fully Spanish end-to-end mortgage experience in the United States. The campaign targeted older Latino audiences, families, and self-employed or small-business owners. The goal of the campaign was to feel genuinely inclusive, honoring the heritage of Latino Americans while highlighting how the program supports their communities and helps them flourish.
Credits: visual identity, asset creation
My Process
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Since the demographic was largely of Mexican descent, I developed a design motif inspired by authentic hand-knit Mexican textiles and patterns. The idea was to have the textile wrap around people in their everyday moments, symbolizing the support Rate provides throughout the home-buying process.
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I chose a limited but celebratory color palette centered on two main hues, red and green, to keep the tone uplifting without becoming overstimulating. When developing the textile motif, it was important that the pattern felt naturally integrated into each photo or asset, so I added subtle movement and texture where appropriate to enhance the sense of realism. For the same reason, I selected a typeface that mimics embroidery, ensuring the copy felt fully woven into the overall design. Once approved, some assets were also resized for different distribution channels such as Instagram stories.
Campaign in motion
Adapting the visual identity for dynamic ads was a collaborative effort. We simplified the realistic textile effect into flexible tile designs that can be used interchangeably, and introduced a playful, tactile animation style. The result preserves the campaign’s recognizable identity while freeing it from a literal, static interpretation.