How a unified vision and partnership with Siegel+Gale helped Cotality unlock its full potential

The need for change

In today’s fast-moving business world, relevance is everything. Cotality, a company long recognized for mortgage solutions, had quietly expanded into government, telecommunications, retail, and more. After years of growth by acquisition, the company’s story had become fragmented and no longer matched its capabilities or ambitions.

To realize its vision as a leader in information services, Cotality needed a brand that would unite its people, clarify its value, and inspire both customers and employees. That was the starting point for our journey together.

Change begins from within

A successful transformation involves more than a new look. It begins by listening. Cotality brought together a diverse group of leaders and employees from teams across the organization. Through a series of collaborative sessions, these stakeholders shared honest feedback and helped guide every decision.

Open communication was at the heart of the process. The trust and clarity developed in these meetings made it possible to shape a brand that felt authentic to everyone involved.

A narrative that makes sense

Every change needs a story people can believe in. Together, we developed a clear narrative that explained the reasons behind the rebrand. This story was more than a script; it became the foundation for conversations across the company.

The CEO introduced the new brand direction at a company-wide town hall, offering context and answering questions. This transparent approach helped everyone understand the vision and created new momentum for the brand.

Empowering leaders and teams

A brand transformation sticks when people are equipped to carry it forward. We created tailored training programs for executives and a practical toolkit for managers. Executives learned how to connect personally with the new brand. Managers received resources to help their teams understand and embrace the change.

With these tools, leaders and managers felt prepared to share the story and answer any questions, creating a unified front throughout Cotality.

Launching with purpose

Rolling out a new brand requires careful planning. Working closely with HR and communications, we developed a launch strategy that addressed the needs of every audience. The plan ensured that employees, partners, and clients all felt informed and engaged from the start.

The entire process took about five months, from initial discovery to launch. Consistent project management and open communication kept everything on track.

Results that resonate

The outcomes of Cotality’s transformation are clear. The new name and identity reflect a company that is collaborative, ambitious, and equipped to lead in multiple sectors. A refreshed brand architecture and visual system tell a unified and compelling story.

The most important result was cultural. Employees felt a renewed sense of pride and purpose. The new brand became a rallying point for growth, both inside the company and with clients.

Looking ahead

Cotality’s brand journey shows the value of clarity, collaboration, and thoughtful leadership. When every voice is heard and the focus stays on what matters most, transformation is possible. With a strong foundation in place, Cotality is ready for the challenges and opportunities ahead.

If your organization is considering a brand transformation, now is the time to start a conversation about what clarity can do for your future.