CASE STUDY

Pursuit:
Moving Small Business Forward

Naming, Story

For more than 60 years, The New York Business Development Corporation (NYBDC) and its affiliate companies have specialized in small business lending — providing financing to entrepreneurs who cannot get financing through traditional banks. Over the last decade, the company has expanded its footprint well beyond New York State, and therefore outgrew its legacy name.

Through an extensive program that included interviews, research, strategy and ultimately renaming, we uncovered the essence of NYBDC's mission. The team believes that small businesses are the engine of local economies, and the more they can help entrepreneurs get financing to start or expand their businesses, the more they can help fuel transformation for communities across the US, all while helping small business owners realize their dreams.

It's an audacious vision, but one they've been pursuing for decades. So we renamed them to Pursuit. Because sometimes, the audacious is worth pursuing.

Client: Pursuit Lending

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