Onity (previously Ocwen) is a leading non-bank mortgage servicer and originator providing mortgage servicing to over 1.3 million customers. Despite strong operational performance and a committed customer-first mentality, the organization was desperate to move away from the shadows of a troubled name, reputation, and associations with sub-prime loans and the mortgaging crisis. There was a clear need to hit reset: to be one company with a single, clear and unifying high-level strategy and a cohesive culture. Our task was to create a new brand strategy, name and identity that would signal to the market and key stakeholders the depth and significance of Ocwen’s operational and strategic transformation.