The client
One of the largest US private construction lenders, offering innovative financing solutions to a wide spectrum of developers and homebuilders.
The background
The company recognized the need to revamp its brand presence across its web properties and printed marketing materials. The existing visual look and feel of their marketing assets were very text-heavy, with an overabundance of data and dark, masculine colors, making it difficult for clients to engage with and consume. Additionally, the company recognized the need for a cohesive brand style guide, with established company colors, fonts, and overall visual identity. To increase customer engagement and ensure a cohesive brand look and feel, the company wanted to update their brand guidelines, to be deployed across their marketing platforms.
The solution
Dura Digital leveraged its dual-shore delivery solutions to collaborate with the company’s marketing team. Through a collaborative branding exercise, the original dark colors and text-heavy presentations were replaced with a design that incorporated more whites, new shapes, and an overall lighter, modern look, aligned with their brand strategy. Dura Digital’s design team developed new fonts, accent colors, and application guidelines that represented the company's mission and values, which were documented in a comprehensive brand and style guide. This guide ensured that any marketing or business stakeholder could apply the new design consistently across all mediums. The design focused on freshness and inclusivity, always considering trade show publication materials for maximum impact and readability of the company’s services. Once developed and approved by the client, Dura Digital ensured that the new style was applied uniformly to all existing and new marketing materials and web domains, providing the professional, cohesive brand upgrade the company needed.
The results
The new brand guide immediately influenced the look of trade show materials and deliverables, including presentations and data booklets detailing the company’s loan offerings. The refreshed brand design gave the company a modern twist while staying true to their values and aligning with their mission. By bringing all materials and presentations in line with the new aesthetic within trade show-specific deadlines, the company was able to increase their brand awareness and engage at a deeper level with their customers.
Services provided
- Graphic design
- Brand strategy
