A Brand Built To Lead The Lending Revolution

In an industry where people are treated like a numbers. Rebranding a lending company who enriches their people as partners.


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. We quickly learned that they needed much more than a visual facelift to maintain their success.


Market Analysis Research
Competitive Positioning
Brand Strategy
Brand Architecture
Brand Rollout
Logo Design
Brand Identity Design
UI Design
UI Kit


Our team advised Civic to begin with discovering their brand architecture. 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 they must overcome in the industry. Civic breaks the mold by treating people as just that – people. From their clients to their own employees.


We proceeded to design 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.


We redesigned their website so it was flexible for Civic. They constantly have to shift their focus, in their industry anyday a new loan can be a game changer. We crafted a solution that was adaptable, function, and responsive to it’s unpredictable needs. Starting from wireframes, prototypes, and design iterations the client was able to critique and comment every step of the way through development. Also we created a extensive UI kit for the development team to properly implement the design accurately.


Since the initial launch of the brand, we have 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. In September 2020 they broke a record by lending over an outstanding 2 Billion dollars for their clients. We are proud to have built such an outstanding brand and propels Civic forward to their continued success in the future.


Atmospheric Product Brand


Experience & Capabilities


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