• by Fern Siegel , October 24, 2025

Fifty Thousand Feet has devised a refreshed identity and messaging system to simplify Unlock's options.

The campaign for the fintech company, running on digital, social, email and Unlock's site and owned channels, suggests home-ownership is a source of pride and possibility. The creatives changes perceptons — from a product-first to a homeowner-centered approach.

“Financial decisions are already hard and vulnerable,” says Tracy West, executive creative director at Fifty Thousand Feet. “Our goal was to remove noise and build a brand that feels human. Ultimately, a system and experience that speaks genuinely, builds confidence and meets homeowners where they are, at every step.”

The brand's logo sports new typography and a yellow palette, anchored by navy blue, part of Unlock's color legacy. Warmth partners with stability. Candid moments celebrate the comfort of everyday home life. 

“Fifty Thousand Feet has helped us turn a complex category into a straightforward conversation rooted in optimism, flexibility and transparency,” says Stephanie Nordstrom, head of brand at Unlock. “Together, we built a system that guides homeowners from first question to final decision, with clear milestones and support as they use their earned equity to work toward their financial goals.”

Fifty Thousand Feet has offices in Chicago, New York, Washington, D.C. and London. Client work includes Knoll, Winston Artory Group, Citadel and Northwest Healthcare Properties.