Year: 2019-2021
Client: CoreLogic
Agency: Corelogic
My Role: Senior Leader, Marketing. Creative Director. Copywriter.
Project: "Everyday Heroes" — A Transformative Brand Refresh for CoreLogic
Situation: In 2020, amidst the global disruption of the COVID-19 pandemic and on its 10th anniversary as a public company, the $6B property data firm CoreLogic was facing a perfect storm: a very public, hostile takeover bid that threatened its future. The brand was perceived internally and externally as highly corporate, struggling to articulate its human impact and rally its culture during a period of immense pressure. I was recruited by the CMO to join as a senior marketing leader, Creative Director, and Senior Copywriter, tasked with leading a creative transformation during this pivotal moment.
Task: My mission was twofold and urgent: first, to fundamentally reinvigorate the internal culture and external brand of CoreLogic; and second, to craft a powerful new narrative that would showcase the company's true value to employees, clients, and the market, thereby strengthening its position against the takeover and clarifying its value for a potential acquisition.
Unlocking the Narrative: I discovered that behind the data was a profound human story. CoreLogic’s tools empower people—from first responders assessing disaster damage to mortgage lenders helping families buy a home—to be heroes in their communities.
Creating the Campaign: From this insight, I conceived, wrote, and directed the “Everyday Heroes” campaign. This creative platform shifted the focus from corporate data to human impact, celebrating the clients and employees who use CoreLogic's technology to rebuild communities, secure homes, and protect families.
Leading the 360 Brand Refresh: As the creative lead, I orchestrated a comprehensive, 360-degree rebrand around this new narrative. I worked to align the entire company, from executive leadership to every employee, and rolled out the "Everyday Heroes" message across all internal communications, external marketing, client events, and digital platforms.
Result: The "Everyday Heroes" campaign and brand refresh had a profound and immediate impact on the company's trajectory, transforming it from the inside out.
Cultural & Brand Transformation: The new narrative successfully reinvigorated the company culture, fostering a renewed sense of pride and purpose among employees. Externally, it repositioned CoreLogic as a mission-driven leader with a clear human benefit.
Financial & Business Success: This transformation was directly reflected in market valuation. During my year leading this brand evolution, the value of CoreLogic's stock doubled. The strengthened brand and clear value proposition were instrumental in the company successfully navigating the takeover bid and achieving its ultimate goal: a successful acquisition by private equity.
AWARDS
2020 Pinnacle Awards
