Redesigning a Brand to Maximize Impact
Leading US private Construction Lender
**The Client**
A prominent private construction lender in the US, offering innovative financing solutions to developers and homebuilders.
**The Background**
The company aimed to enhance its brand visibility across online platforms and printed content. Its existing materials were heavily text-based, data-focused, and featured dark, masculine colors, which hindered client interaction. Additionally, there was a lack of a unified brand style guide, with no defined colors, fonts, or consistent visual identity. To improve customer engagement and establish a cohesive brand image, they sought to revise their branding guidelines for application across all marketing channels.
**The Solution**
Dura Digital utilized its dual-shore delivery model to work alongside the company's marketing team to rejuvenate their brand identity. The redesign shifted from the dark, text-laden presentations to a brighter, contemporary aesthetic with increased white space and new forms, all in line with the company’s strategic goals. The design team at Dura Digital introduced new fonts, accent colors, and a set of guidelines that embodied the company's mission and values, compiled into a thorough brand guide. This guide ensured that all marketing materials, both digital and print, maintained consistency. The updated design emphasized inclusivity and readability, particularly for trade show materials. After receiving approval, Dura Digital uniformly applied the new style across all existing and new materials, providing the cohesive brand enhancement that the company needed.
**The Results**
The newly developed brand guide quickly impacted trade show materials and presentations, giving the company a contemporary appearance while remaining aligned with their core values. The updated design increased brand recognition and strengthened customer engagement.