CG Commercial provided direct lending with deal-structuring expertise related to equipment and project finance needs for midsize companies. The company specialized in challenging situations that did not easily fit traditional lending standards. As it grew its business, it wanted a brand to better align with its focus and new, broader orientation.
In the essence stage, MBLM created a new name—Nexseer—that spoke to the firm’s ability to see beyond the norm and into what’s coming. A brand promise around the idea of moving from complexity to clarity highlighted its deal-making prowess. Complementing this was a bold, stylish visual identity that reinforces a progression or change by transitioning from extra bold to light typography. A new design system consisting of a high-contrast green color, striking iconography, and abstract black-and-white photography depicting the beauty of machinery and engineered products works together to establish a distinct, ownable style for the brand.