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.
”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
325 Chestnut Street, Suite 405
Philadelphia, PA 19106