A commercial real estate finance company was ready to bring different lending divisions under one powerful brand to better communicate its pole position in the industry. I worked with a marketing team to carve out a brand that would stand out from the competition. In an industry focused on scale, expense, space, size, this company’s new brand was all about people. From its genesis, “Creating tailored offerings for customers wasn’t an afterthought for us. It was the very reason for our being.”
