Independent Mortgage Brokers, Inc. (IMB™) engaged Laura Jennison to build a brand system that could scale with the business while preserving the individuality of the brokers it supports. What began as a four-partner startup grew to more than 100 brokers within five years, becoming Colorado’s largest independent mortgage brokerage.

Laura created the IMB™ identity as both a distinctive master brand and a flexible white-label framework for brokers operating under the IMB™ umbrella. Her work established a consistent visual language across brand identity, stationery, promotional collateral, digital marketing, website design, social campaigns, advertisements, internal systems, and broker-facing materials.

As the brand evolved, Laura continued to provide creative direction across the customer and broker experience—from homepage storytelling and recruitment messaging to team imagery, niche-product materials, event assets, social content, and onboarding communications. She emphasized authentic IMB people over generic stock photography; clear, action-oriented messaging; consistent use of the primary IMB™ logo; and thoughtful hierarchy so the strongest benefits are immediately understood.

The result is a unified, adaptable brand that communicates IMB™’s community, independence, and operational support while giving individual brokers room to maintain their own identities.