Building a firm marketing foundation for a financial startup

When Flex Fund Financial Services was born in 2006, it had solid financial backing and experienced management. But it lacked a public identity and the communications tools needed to compete in the marketplace.

"We were a startup company with no marketing presence to attract customers or partners," recalls Bill Kullback, senior vice president and CFO of Flex Fund. The company was created by a group of automotive industry professionals who wanted to provide more flexible financing to dealerships and auctions offering used and salvaged vehicles.

Flex Fund turned to Padilla Speer Beardsley for a comprehensive visual identity, as well as online and printed communications.

"Padilla helped us with complete brand development, everything from our logo, Web site and sales collateral to developing online banner ads," Kullback said. "Padilla also provided communications support for our company launch."

On the Web, Padilla's goal was to create a basic, yet memorable site that could easily expand as the company grew. Padilla has continued to enhance the site, while providing Flex Fund with other marketing services, including media relations.