Rocket Digital Design + Design System: Global Launch

As Design Strategy Lead, I spearheaded Rocket’s digital transformation, architecting a unified digital front door. My mandate was to overhaul a fragmented user experience, modernize content architecture, and build a scalable enterprise design system supporting multiple products and brands. I drove front-door brand strategy, led homepage and IA redesigns, developed page frameworks, completed the Spark Design System v1, established the CMS transition roadmap, set Material-based retooling direction, and planned enterprise-wide design system v2. I orchestrated intensive collaboration with senior leadership, legal, and 40+ stakeholders to align structure, language, brand, and launch timing for a seamless enterprise rollout.

Rocket transitioned from Quicken Loans to a unified Rocket brand, executing a large-scale transformation across digital products, websites, and public-facing experiences. This shift paralleled Rocket Companies’ 2020 IPO and the 2021 rebranding from Quicken Loans to Rocket Mortgage, leveraging high-impact brand assets such as Rocket Mortgage FieldHouse to drive visibility and market presence.

The rebrand delivered a seamless, enterprise-grade launch—on time and at scale. My work unified the digital brand, standardized user experiences, accelerated deployment through shared components, and enabled the migration to a headless CMS. The new system aligned 40+ stakeholders, supported hundreds of coordinated changes, and established the foundation for cross-property integration—positioning Rocket for long-term digital growth.

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