ForwardLine Financial, a leading direct lender of small business loans, unveiled their new website and updated brand identity today. The organization’s new look and feel is designed to visually reinforce the company’s commitment to improving the financial health of America’s small businesses in a friendly, approachable manner.
For the past 15 years, ForwardLine has helped over 15,000 small businesses thrive by providing access to affordable working capital. Earlier this year, the company commenced a brand refresh project to guide the organization through the next chapter of its growth. ForwardLine, an industry leader in direct marketing, has introduced new graphic elements to help business owners visually feel the company’s commitment to moving small businesses forward. ForwardLine has also updated and simplified it’s brand voice to engage and celebrate the passion and commitment of small business owners, while making the funding journey easy to understand.
“Our new brand direction is focused on helping small business owners feel that we are a friendlier type of financing for their business,” said Larry Gomperts, ForwardLine’s Chief Marketing Officer. “We strategically softened our color palette, implementing warm graphics and illustrations to make our brand approachable. Our goal is to connect with small business owners and utilize authentic brand assets and copy to reinforce that we are invested in their success.”
“Our new brand direction marks another milestone in our company’s evolution,” said Steve Carlson, ForwardLine’s CEO. “Over the last two years, we’ve experienced record-breaking growth and significantly expanded our customer base. We are excited to have a brand identity that reflects the unique spectrum of small businesses that we serve.”