Giving an established brand a new fintech future.


Update and Unify a Brand for Growth

Founded in 1997, Marlin was initially known for “micro-ticket” lease financing for manufacturers, covering everything from copiers to construction equipment to software. As time passed, Marlin’s offerings and brand became siloed within their offerings. Wanting to solve this problem, Marlin was ready to evolve their brand and put themselves in a position for growth, to introduce new products and services directly to small business owners, and to compete in the new fintech economy.


Brand & Campaign Strategy | Branding | Creative | Digital | Content Creation | Video


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A Strategic Rebrand:
Lending that Works

Marlin’s relationships were traditionally with manufacturers, but in order to grow and offer more services, Marlin had to establish a direct connection with small businesses themselves. Garfield identified a number of key changes to adjust Marlin’s brand to be more relatable to the small business market.

Said Jeff Hilzinger, Marlin’s President and CEO: “Marlin’s new logo incorporates a shape called the ‘spark,’ symbolized the energy, capital and knowledge Marlin injects into small businesses, allowing them to grow and prosper. Our new website (www.marlincapitalsolutions.com) features videos with customers and partners reflecting on their relationship with Marlin and how the company helped them achieve their business goals. The new tagline, ‘Lending that Works,’ speaks to the helpful, agile, trustworthy, approachable, and informal voice behind the new brand.”

By capturing the gritty reality of small business, we gave the brand authenticity and personality that allowed Marlin’s to create strong personal connections.

The centerpiece of the new brand was a  new website that creates engagement paths for partners as well as small business customers. Built with lead generation in mind the site supports multiple forms, quoter tools, and ways for prospective partners to reach out. Integrating Marketo, Salesforce and TrustPilot, Marlin was able to target customers more intelligently, expanding their relationships and their lending footprint.

The site also became the voice of the new brand featuring testimonials featuring videos and testimonials from the leaders of Marlin, but also from their customers.

At Marlin, we have a solid history of serving quality financial services to small businesses — and we value those relationships. Our new brand reflects all of the services we can offer to new customers, and the kind of experience that they can expect from Marlin. Additionally, our new website capabilities allow us to leverage data to grow our current customer and partner relationships. Garfield Group took pains to make sure our values were reflected across the new brand, and you can really see that in the final result.

Aswin RajappaCMO, Marlin Capital Solutions

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