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Advantage Capital
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Advantage Capital grows communities by developing investment programs for small business, affordable housing and renewable energy.
Good capital with a great voice
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We transformed skeptical reception from underserved communities into trust through strategic verbal identity refinement and an accessible brand evolution.
Deep dive into St. Louis roots
In St. Louis we learned about the roots of the organization through intensive leadership interviews, uncovering the disconnect between investment expertise and audience perception. Through structured workshops, we mapped audience needs against company offerings, identifying farmers, entrepreneurs, and family businesses viewing investment capital with suspicion. Our verbal identity restructuring focused on building confidence while preserving 25 years of earned recognition and goodwill.
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We crafted precise audience profiles revealing specific fears about equity loss and predatory intentions. The refined positioning statement "Empowering businesses and supporting communities in underserved markets" captured genuine purpose. Voice guidelines shifted from financial jargon to clear, direct, accessible language that resonated with Main Street businesses. Visual evolution introduced friendlier blues alongside existing navy and gold, while modern typefaces improved legibility without abandoning established identity.
Investing in bridges for trust
Advantage Capital gained clear communication frameworks that aligned internal understanding with external messaging. The refined verbal identity enabled consistent storytelling across portfolio companies, investment partners, and legislators. Subtle visual updates signaled fresh direction while maintaining institutional credibility. Teams could articulate their public-private partnership model without triggering defensive responses from traditionally skeptical audiences seeking flexible capital access.
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The strategic messaging platform transformed how Advantage Capital approached underserved businesses, replacing misunderstood intentions with clarity about community support. Leadership reported improved reception when presenting tax credit programs and investment opportunities to small and medium businesses. The evolved brand maintained recognition among existing partners while opening doors previously closed by skepticism. Twenty-five years of goodwill now supported rather than complicated their mission to facilitate billions in investment capital flow.
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What drives our success
At the heart of our company lies a commitment to integrity, innovation, and collaboration. These values guide our decisions and shape our culture.
Connect
We build trust through genuine human connection.
Align
We own outcomes completely. Your goals become ours.
Propel
We explore widely, then lead with clear conviction.