Nationstar

Centex Home Equity was being sold to a private investment firm and required a new name and brand identity. Their initial name candidate, Amstead Mortgage (a combination of “American” and “Homestead”), tested well with consumers, but was deemed too similar to “Amistad”, carrying unintended associations. Centex needed a name that conveyed a conservative, trustworthy, and national presence, while being easy to say, remember, and align with their brand values.

“Nationstar”, a name that checks all the boxes, suggested a nationwide presence, trustworthiness, and an established, traditional identity. It provided the perfect balance of familiarity and aspiration for a home equity lender.

Nationstar became one of the most successful home equity lenders. The name played a vital role in positioning the company as a leading and trusted lender, helping countless American homeowners achieve their dreams.