Janette Wagness

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Paving the Path of the Future
with a Visionary Rebrand

With Strong Foundations Rooted in History

Client

American Financial Network

2021

Scope

Brand Strategy

Brand Identity System

Team

Agency: AdvoGlobal

Role: Lead Designer

American Financial Network


IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.

American Financial Network is one of the fastest growing mortgage bankers, taking pride in empowering people to achieve their dreams and financial aspirations.

Under the creative direction of Andrés Crespo, I crafted a brand identity with strong foundations and repositioned the company as a leading and trustworthy mortgage lender.

Evoke Trust
Inspire Growth
Empower You
to Thrive


IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.

In crafting the brand story, we've woven a narrative where AFN is influential in laying the foundation for future generations, mirroring the role that our nation's founding fathers played in shaping our country.


IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.

The overall brand tone and colors
speak of stability, trust, strength,
and patriotism.

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