Award-Winning Creative Agency Introduces New Ready Capital Brand Identity and Platform to Unify and Position Company for Continued Growth
COSTA MESA, Calif. – December 11, 2018 – Idea Hall, a hybrid branding, marketing and public relations agency, today announced the strategic rebrand of Sutherland Asset Management Corporation to “Ready Capital,” (NYSE: RC), a multi-strategy real estate finance company headquartered in New York City. With the goal of unifying diverse business lines under a single Ready Capital name, the launch of the brand included the unveiling of a new name, logo, website, brand evolution video and creative style guide.
“The rebrand initiative reflects our promise of ‘creative solutions, reliable results’ and our commitment to the real estate finance sector,” said Carole Mortensen, Chief Operating Officer at Ready Capital. “Our new identity and messaging simplifies our story, unifies our brand and positions us to reach our goal of being the largest non-bank lender to small business owners and investors in small-balance commercial properties.”
A key feature of the new brand is the innovative logo which is designed to exemplify Ready Capital’s core values – responsive, creative, personable and dependable. The logo features a dimensional grid of dots mimicking a cube and has characteristics of a city building at night. The arrangement of the circles shows openness, flexibility and creativity. The dots represent Ready Capital’s collective team members and their relationships, and together they form the company’s network of success that builds strength with each sequential transaction and connection.
“With any rebrand, our goal is to not only help the company identify who it is at its core, but also help build the brand’s value,” said Dave MacLeod, group director of account services at Idea Hall. “When Sutherland Asset Management Corporation challenged us to create a new brand positioning that unified its disparate business lines under one brand architecture, we delivered a creative solution with the Ready Capital system that both streamlines their story and enables them to effectively communicate the firm’s values and brand promise to clients and shareholders.”