Revitalizing an Industry Pioneer
A pioneer in digital lending since the inception of the industry, eOriginal helps financial services companies compliantly manage and transfer digital loan assets. The company had achieved modest success within the digital lending space, but they struggled to tell their story clearly, due in part to the many different audiences they engaged from originators to warehouse lenders to the secondary market and in sectors like auto finance, mortgage, and equipment leasing. Following an investment by the private equity firm, LLR Partners, the company expanded its senior leadership team and aimed to reposition the business, reinvent their brand and more deliberately go to market.
While eOriginal had previously focused on selling prospects to ‘Go Digital’, our research revealed that most organizations already understood that digital lending was the future of the industry. The challenge they faced was the lack of trust in working with digital loan assets, ensuring they were not duplicated or altered and remained compliant and legally enforceable. We positioned eOriginal around the idea of trust, bringing their ability to create and manage the authoritative copy or a ‘Digital Original’, a digital document with all the legal rights of a paper contract but with the speed, efficiency and convenience of a digital process. The concept of trust was brought to life in their tagline ‘Trust the Asset. Trust the Transaction.™ From here, a compelling new visual brand and multiple campaign concepts were built around the tagline and the value of the Digital Original to bring the brand to market.