EVERSIDE: FINDING A UNIQUE ANGLE IN A CROWDED SPACE
With consolidation and regulation in the banking industry, small business lending has been steadily declining. There is a large market of small businesses, but they are currently underserved by traditional asset managers. An investment team with over 20 years of credit, direct investing and origination experience from top global institutions believed in the potential of middle and lower-middle market companies – and saw a unique opportunity. But in an overcrowded world of private equity funds, how could they stand out?
Applying an iterative and agile approach, we conducted sessions with the team to identify what – beyond the typical investment firm jargon – could serve as their basis of differentiation. What did they have that others didn’t? A distinctive desire to dig into and understand the many facets of each unique situation, and a commitment to standing alongside everyone they work with – fund managers, companies, and investors – to create lasting value. Following a focused name exploration, Everside was born. In addition to the name, we created a visual identity that directly reflected the brand story and leveraged an unexpected signature color to stand out from the pack. We also developed the firm’s investor presentation and digital presence.