First West Capital engaged Eclipse360 to develop a new visual identity that could be rolled out across their print and digital marketing properties and speak directly to mid-market businesses and entrepreneurs across Canada. The creative needed to communicate that First West Capital will help solve financial challenges, by eliminating financial hurdles, taking the time to understand their clients business and created a truly customized lending solution. The use of large bold illustrations and a strong typeface are unique to the lending industry, saturated heavily with business style photography. The colours are bold and refreshing, still connecting First West Capital to its parent company but also clearing differentiating them in the industry. The new brand can be seen on their website, corporate stationery and social media presence.