CLIENT
Civic
I created a strategy that pioneered a brand identity in the modern real estate lending landscape.
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 and creative data collection with key stakeholders, clients, and employees to uncover CIVIC's core values and identity. This assessment highlighted critical growth areas, forming the foundation for our strategy.
Brand Messaging: Embracing CIVIC's commitment to innovation, I developed the brand around the concept of "break through," symbolizing their drive to challenge traditional lending practices for brokers, investors, and lenders.
Visual Identity: I created a strong visual narrative, centering 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.
The Results
By deeply engaging with CIVIC's culture, their brand essence was refined and amplified across multimedia, including video and photography, to tell their story authentically.
My engagement helped result in a 200% increase in digital engagement, positioning CIVIC as a leader in their industry.
Project completed with La Visual