CLIENT
Origin8
I crafted a distinct digital brand strategy for a pioneering fintech platform.
The Challenge
CIVIC Financial had developed a robust software solution designed to streamline private-money mortgage origination. However, its close association with the parent brand created conflicts with other resellers of CIVIC’s loan products, limiting its potential as an independent solution. I was tasked with creating a strategy that transforms this software from a feature of CIVIC into a distinct, standalone brand called Origin8, targeting private-money lenders across the industry.
The Solution
I employed a comprehensive, strategic approach to brand architecture and product positioning. My process involved:
Brand Strategy & Market Positioning: I began by conducting in-depth market research to understand the competitive landscape and identify opportunities to differentiate Origin8. This guided me in building a new brand identity that captured the software’s innovative essence while distinctly separating it from CIVIC.
Brand-Product Alignment: I developed a cohesive strategy that ensured seamless integration between the Origin8 brand and product experience, positioning it as a best-in-class solution for private lenders, while maintaining CIVIC’s reputation for excellence.
The Results
Initial 17% increase in platform investment loans.
12% year on year increase in platform users.
Project completed with La Visual