COPPELL — Inside the airy lobby, long robin’s egg blue banners bear encouragement to be, “Challengers. Champions. Cheerleaders.”
In a stairwell nearby, employees bustle past while Kevin Dahlstrom points out a soaring, crayon-box bright mural of an open hand.
It was painted by the Spanish artist Adrian Torres as part of an artists in residence program — a concept he “shamelessly stole” from Facebook, Dahlstrom notes.
Visitors may not realize this is the nerve center of Nationstar, one of the country’s biggest nonbank mortgage servicers. And odds are that even if they do, their feelings about an institution like Nationstar — vaguely bankish, closely associated with the mortgage crisis that shattered the economy — won’t be positive.
But will they like Mr. Cooper?
Not Mr. Cooper, as in, “Hangin’ with …” or the guy in “High Noon.”
It’s “Mr. Cooper,” as in Nationstar’s exhaustively researched, head-turning-by-design new identity.
Executives at Nationstar have spent more than a year and roughly $5 million on the branding overhaul in hopes that consumers will see the new name as an extension of the company’s new ethos: Personable, customer-focused and easily navigable online.