Civic Financial Services is a private lending company specializing in hard money loans. Having started with a few people in a tiny room, the private lending company experienced exponential growth and requested assistance with a new brand identity. When our team began, we quickly learned that they needed much more than a visual facelift to maintain their success.
Instead of focusing on visual identity, our team advised Civic to begin with discovering their brand story. Using a SWOT analysis, we identified key areas the company needed to shift and discovered innovative digital solutions that gave Civic a strategic edge.
With a clear understanding of what Civic brings to the industry, we came up with core values and a brand essence that was authentic to the heartbeat of their company. Together we decided on the concept of “breakthrough”, speaking to the barriers that they have overcome and the opportunities that are available when partnering with Civic.
After completing this brand architecture, we were able to proceed designing a brand identity that held firm to the company’s values. The “V” in Civic was used as a basis for the logo mark and combined the five core values with a set of wings to symbolize victory. The brand also uses a flexible color pallet that is used to identify different branches within their organization. With all of these components united, the brand is confident, sophisticated, and supportive, while leading Civic’s clients towards their achievements.
Since the initial launch of the brand, La Visual has continued to work closely with CIVIC on a continual basis. Included in these ongoing projects are producing social and digital marketing campaigns, constructing custom websites, and capturing photography and video content for use in brand collateral. Since the launch of the rebrand CIVIC has increased their business growth rate by over 50%, with a 200% increase in marketing engagement. We are proud to have built such an outstanding brand and look forward to their continued success in the future.
ROLE: Art Director, Graphic Designer, Brand Strategist
DUTIES PERFORMED: Market Analysis, Competitive Positioning, Project Management, Brand Strategy, Brand Architecture, Rollout, Logo Design, Corporate Identity Design, Web Design, Collateral Design