HOW REVAMPING AN OUTDATED BRAND LED TO NEW BUSINESS
Client
Northern Ohio Field Services (NOFS Inc.)
Year
July 2025
Role(s)
Brand Strategist
Creative Director
Website Content Creation
Graphic Design
Website Design and Deployment
The Challenge
NOFS, Inc. is a well-established B2B service provider in the mortgage field inspection industry, serving banks and mortgage lenders nationwide. With over 20 years in business, the company supports risk-averse financial institutions that require accuracy, compliance, and reliability at scale.
Despite strong operations and long-standing industry experience, NOFS’s website had become a liability.
The site was severely outdated, visually clunky, and missing critical information. It failed to convert interested visitors into leads and actively hindered sales outreach efforts. For a risk-averse audience like banks and mortgage lenders, the website raised red flags rather than building trust—it didn’t look like a credible, modern business.
Key issues included:
Outdated design that appeared suspicious and irrelevant
Boring stock photography that diluted brand credibility
Weak service descriptions that failed to communicate value
Messaging that didn’t speak to lenders’ risk, compliance, or decision criteria
Inconsistent brand presentation that hurt both sales and recruitment
As a result, NOFS was losing major accounts to competitors—even those offering less responsive and less thorough service—simply because the competitors looked more credible online.
ABOUT THE PROJECT
The Approach
This engagement addressed the problem holistically, recognizing that the issue wasn’t just copy or visuals; it was everything working (or not working) together.
What We Did for NOFS:
Brand discovery and audience clarification
Messaging framework and positioning
Website strategy and copywriting
Creative direction and coordination with the designer/developer
A full brand refresh, including:
New logo
Updated color palette
Typography direction
The goal was to ensure the website reflected the real strength of the business: experienced, reliable, and trusted, while clearly guiding both lenders and field inspectors toward action.
BRAND ROIThe Results: Tangible Impact
Recruitment & Labor Supply
~50% increase in inbound applicant submissions through the website since launch.
Improved applicant quality: a higher percentage of applicants now meet baseline requirements (experience, coverage area, responsiveness), reducing recruiter screening time.
Faster coverage fill rates in new and underperforming markets, directly supporting our growth objective of adding incremental inspection volume without proportional overhead increases.
Client Conversations
Client action planning conversations move faster into pricing, coverage, SLAs, and scalability, bypassing the explanation of what NOFS Inc. does to close sales quickly.
Improved close confidence with enterprise and multi-state clients where brand presentation and perceived scale matter.
Operational Efficiency
Clearer positioning and messaging have reduced internal explanation loops (less time explaining NOFS to subcontractors, new hires, and partners).
Better self-selection by applicants and partners, improving downstream performance and retention.
The Results: Intangible Impact
CONFIDENCE & AUTHORITY
“The new brand now reflects the true scale, professionalism, and ambition of the company, eliminating internal disconnect between how we operate and how we appear.”
EMPLOYEE & CONTRACTOR MORALE
Team members are noticeably more proud to represent the company.
Subcontractors see NOFS as a business they want to be associated with long-term, not just a source of work.
Internally, the brand reinforces a mindset shift from “doing inspections” to building a scalable, professional services organization.
STRATEGIC ALIGNMENT
The rebrand has helped align the company around growth, scale, and operational excellence.
It supports NOFS’s evolution into a company capable of supporting higher volumes, stronger margins, and future acquisitions.— Former Customer
THE BOTTOM LINENOFS Inc.’s new brand and website did not simply improve the webpage aesthetics; it removed friction, increased credibility, improved talent inflow, and elevated how NOFS shows up in the market. Those outcomes directly support our growth, margin, and scalability objectives and will continue compounding over time.