Equivico branded to answer a call for more democratic capitalism.

Equivico Case Study

The Organization—Equivico is the new impact finance firm from NCRC. Equivico is a new impact finance firm from the National Community Reinvestment Coalition, our nation’s most influential banking advocacy group comprised of over 600 community development organizations with a strong presence across low- and medium-income communities. NCRC champions fairness and fights discrimination in banking, housing and business.

Challenge—To launch a complex business positioning it as the single player in increasing access to capital to underserved communities, small businesses and entrepreneurs.

Insight—The power of branding to rapidly establish a new financial concept. Based on our discovery we learned NCRC was ready to fast track market comprehension of a new idea in finance and use branding to define this unprecedented business for the financial markets and end-users alike.

4C's Shift—

  1. Conversation—Establish a new conversation to help make democratic capitalism real.
  2. Clarity—Position Equivico uniquely to align institutional capital with social impact.
  3. Currency—Position Equivico as the only organization (and a force to reckon with) able to leverage the financial markets to foster wealth distribution (%Wealth distribution)
  4. Culture—Help embed the brand strategy, visual and verbal identity with brand applications as a roadmap for internal and external consistency and immediate successes.

Result— Equivico is starting to transform how the financial markets understand and invest in low- and middle-income businesses and communities.

The Services Performed—

  1. Market Research: Stakeholder interviews and management
  2. Brand Strategy: Brand platform / Co-branding strategy
  3. Naming: Naming / Trademarking 
  4. Brand Messaging: Messaging strategy / Copy writing
  5. Brand Design: Logo and identity design / Digital UE and UI / Print design / Photography 

Equivico's New Logo



Equivico's new logo is a crafted signature with gravitas to appeal to all Equivico's audiences

Equivico's website


Equivico's brochures



Equivico's brand guidelines



Equivico's presentation template



Equivico's Stationery



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“ Thank you Andrea and Ideon—for being brilliant in every aspect. ”
Eleni Delimpaltadaki Janis, Chief Capital Markets Officer, NCRC