CLIENT
Civic Private Money Lending
I created a strategy that positions a fast-moving company as a trusted institution and thought leader.
The Challenge
CIVIC Financial Services rapidly established itself as a game-changer in private money lending, growing from a small team to over 50 employees within its first year. As they scaled, CIVIC needed to clearly define their evolving identity and leverage their momentum to carve a distinct path forward. My task was to distill CIVIC's core essence and translate it into a cohesive brand strategy. The goal was to reflect their innovative approach, solid financial backing, and dedication to simplifying the lending process, while positioning them as a leader in a competitive market.
The Solution
CULTURAL INSIGHT & STRATEGY
I conducted in-depth interviews with key stakeholders, clients, and employees to uncover CIVIC's core values and identity. This phase included a comprehensive gap analysis that revealed priority areas for the company to focus on in order to increase efficiency and revenue.
BRAND MESSAGING
Embracing CIVIC's commitment to innovation, I developed the brand around the concept of "breakthrough," symbolizing their drive to challenge traditional lending practices for brokers, investors, and lenders.
VISUAL IDENTITY
My strategy set the platform for a strong visual narrative, centered around a ‘V’ inspired by Victoria, the Roman Goddess of Victory, symbolizing success, strength, and triumph. This became a central element in their brand identity.
