HOW REVAMPING AN OUTDATED BRAND LED TO NEW BUSINESS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The site was severely outdated, visually clunky, and missing critical information.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Outdated design that appeared suspicious and irrelevant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
The redesigned website is more than a digital brochure for NOFS: it’s a conversion and credibility tool.
Outcomes included:
➣ Stronger first impressions with national banks and mortgage lenders
➣ Clear, confident service descriptions aligned with risk-averse decision-makers
➣ Increased recruitment of qualified field inspectors to support expanding operations
➣ Improved sales conversations and outreach effectiveness
➣ A measurable increase in lead conversion and new business development
Since launch, NOFS has estimated a 40% increase in qualified sales leads and a noticeable improvement in recruitment response, opening doors with more prominent financial institutions that previously would not have given a second look.
