Identity

Who is PRMI?

PRMI believes everyone deserves a home.

The Four Pillars of PRMI

PRMI’s growth and longevity are built on our four foundational pillars.

The Four Pillars of PRMI

PRMI’s Core Values

PRMI’s core values shape the environment we want to create.

  • Teamwork
  • Stability
  • Advocacy
  • Empowerment
  • Integrity
  • Excellence
  • Happiness

What’s Important to PRMI?

  • Caring for People
  • Making Time for Family and Friends
  • Paying Attention to Others
  • Improving People’s Lives
  • Instilling Trust in Our Communities

Our messaging should be rooted in our values and reflect our long-term dedication to service.

The Character of PRMI

We use archetypes to connect with our customers on a more personal level. Archetypes give businesses the framework of a human identity. An archetype is essentially a brands’ personality.
We chose archetypes for PRMI that ensure our communications match our identity.

Primary Archetype

The Caregiver

The Caregiver helps the less fortunate and supports the lives of others through comfort and nurturing. They also protect others from harm whenever possible. The characteristics of this archetype should be present in all PRMI messaging.

Secondary Archetype

The Sage

The Sage delivers truths that help the world make sense. They reveal meaning by making unexpected connections and support the learning and empowerment of others. By including elements of the sage archetype, we can become mentors to our audience members.

We’ll occasionally use a third archetype, the Jester, to add humor when appropriate. The Jester lives to enjoy each moment in life and lighten up the world.