Loan origination platform

Verbal Branding Objectives

• Focus on customer benefit, suggesting "customized for me"
• Convey core brand attributes: fast, high-tech, choices, options, user-friendly
• Consistent with the slogan "The power of yes"

This platform moves many back-end functions to point-of-sale, fundamentally changing the loan decisioning process. Coined from the Latin optimus, meaning "best," and also suggesting "options," Optis is a powerful brand name that positions the system as state-of-the-art.

(Graphic Identity: Dawn Crichton and Gorden Pruitt, Washington Mutual)