Breakout Finance unveiled a new brand identity, including a new website, reflecting its redefined strategy focused on delivering a suite of specialized lending products to address the challenges of its small business clients throughout the U.S.
After joining forces alongside Chicago-based 12Five Capital, the combined entity will now operate under a unified brand as Breakout Finance. With its offerings that blend working capital term loans, invoice factoring and asset-based loans all under one roof, Breakout Finance will aid in its clients’ growth initiatives by providing access to the right lending products at the right time.
“At our core, we believe that every business is unique and deserves a financing strategy that reflects the individuality of its business model,” McLean Wilson, co-CEO and president of Breakout Finance, said. “This new value proposition began to take shape as we were merging with 12Five and we wanted the purpose of the organization to be fully aligned. Our rebranding strategy is aimed at fulfilling our mission of providing access to a variety of financial solutions for small businesses. In addition, we recognize the importance of maintaining some level of brand familiarity amongst our partners and clients, which is why we made an effort to ensure aesthetic changes to our brand were not significant.”
The company’s newly launched website features a range of user experience upgrades, such as concise and consistent messaging, new color schemes, and simplicity in terms of navigation and applying for a loan.
Elements of Breakout Finance’s Brand Evolution
- Name: The company was previously known as Breakout Capital and now will go to market as Breakout Finance, as the term “Finance” embodies a broader spectrum of financial services whereas “Capital” is more closely associated with wealth and assets in the financial services industry, according to the company.
- Logo: As a prominent representation of the company, the new logo uses a lowercase font. Inspired by the horizontal arrow in the company’s previous logo and the idea of “moving businesses forward,” the new logo includes a diagonal arrow embedded in the letter “O” that points up and to the right.
- Colors: The company’s color palette has evolved from more muted colors to a slightly bolder iteration of blue and orange.
- Purpose Statement: The company’s new purpose statement is “Our Mission Is Your Progress.”