Unifying a trio of lending leaders

Lument was created when ORIX Capital merged three successful firms with complementary specialties: Hunt Real Estate Capital, Lancaster Pollard, and RED Capital Group. With a broad portfolio that includes multifamily loan origination, servicing and asset management, they turned to Grafik to launch the new brand with a marketing campaign and new website.

Before going to market, we interviewed customers, prospects, and Lument leadership. We quickly learned that while introducing the deeper resources of Lument to new prospects, assuring existing customers that the service and local expertise they knew and loved remained was critical. To do so, we segmented audiences and established user journeys outlining how each audience would reach, and engage with, the website.

An integrated digital display, video, and print campaign introducing the new firm drove prospects, from developers to investors and more, to a robust-yet-easily navigable site where they could find experts in everything from private refinancing to new GSE originations.

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