Putting small business owners at the heart of a brand story

—as part of a thorough brand relaunch, Driven (Purpose Financial), Canada’s leading online lender devoted to small business, came to us in collaboration with our friends at DMI for help in bringing fresh and strategic thinking to how they present themselves, showing how they genuinely understood their customers in a way that the big banks didn’t. A comprehensive editorial and brand strategy, incorporating direct customer research and broad market analysis, pushed Driven to move beyond purely transactional content to an approach focused on the real, honest, and raw challenges of small business owners.