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Amerifirst Announces New Brand Identity

KALAMAZOO, MI (August 23, 2018) - Amerifirst Home Mortgage, an independent community mortgage company, announced today the launch of a new corporate brand identity and logo. The new branding – an updated, cheerful color scheme with geometric illustrations – is designed to not only express the company’s identity but also to celebrate one of the most joyful moments in one’s life – buying your first home.



The goal of the refreshed brand identity is to differentiate Amerifirst in the marketplace by personifying its reputation for providing a positive customer experience and building strong relationships throughout the loan process, based on customer feedback. “We’re not like everyone else in the mortgage industry,” said Dave Gahm, Co-Founder and CEO.  “Our customers consistently tell us that they view us as helpful, friendly, caring and knowledgeable and we want our brand to reflect our personality.”


According to Co-Founder and CEO Mark Jones, the 35-year-old mortgage company is deeply committed to educating its customers, the majority of whom are first-time homebuyers, on the power of homeownership as a tool for building home equity and personal wealth.  “Our experienced lending staff are known for taking the time to get to know our customers and helping them overcome any hurdles in their pursuit to achieve the American dream of homeownership,” he said.  “We want our brand to represent who we are as a company - approachable, relatable, energetic and inclusive.”


The colors and illustrations appeal to Millennials who, at 36 percent, are the largest share of homebuyers across the nation. Sixty-five percent of these buyers are also first-time homebuyers, according to the National Association of Realtors.


Headquartered in Kalamazoo, Michigan, Amerifirst employs over 600 team members and provides home financing opportunities for thousands of families each year, especially in rural and underserved communities and among first-time homebuyers. It operates in branches across a dozen states throughout the U.S. and was recently recognized by Inc. 5000 for its 78 percent growth over a three-year period. Amerifirst is a division of AmeriFirst Financial Corp.


Janet Veach
Janet Veach
Janet Veach is the Communications Specialist for Amerifirst Home Mortgage. As the former Communications Director with the Alzheimer’s Association in Central Illinois, she believes that building strong relationships leads to dynamic partnerships that can dramatically improve our neighborhoods and communities. The mother of three sons, she has heard many a good story, and specializes in creating content that educates, communicates our core values and promotes genuine relationships with our customers.

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