Creative Direction
Graphic Design
Promotional Materials
SEO & Analytics
A full-service brand and digital build for a mortgage lender operating across nine western states.
Generations Home Loans is a full-service mortgage bank headquartered in Modesto, California, with licensed advisors across Arizona, California, Colorado, Idaho, Nevada, Oregon, Texas, Utah, and Washington. Their model is built around dedicated advisor relationships — no call centers, no handoffs, just a single mortgage professional who guides each client from first conversation to closing. 621 Studio partnered with Ouest House to design and build the GHL brand system, website, marketing collateral, and analytics infrastructure from the ground up, with the engagement ongoing from 2025 to present.
Building a brand system that could scale across nine states without losing the personal touch that defines the product.
Generations Home Loans had a strong service model and a growing advisor network, but needed a complete brand identity and digital presence that could represent the company consistently at both the corporate level and the individual advisor level. The site needed to support lead generation, advisor discovery, and conversion across multiple states — while reflecting the trust-first, relationship-driven character that separates GHL from the national lenders they compete with.
Brand identity, website, print collateral, and a full analytics infrastructure — built as a system, not a set of disconnected pieces.
Michael Hancock led creative direction and graphic design for the full GHL brand identity, website design, and print collateral suite — including the multi-page Buyer's Guide, Certified Homebuyer program materials, and equity flyers used by advisors across the network. On the technical side, Mikelle Despain architected a complete GA4 and Google Tag Manager implementation with ten custom dimensions, Gravity Forms conversion tracking, Meta Pixel integration, and a full attribution model built to track advisor-level lead performance.
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