We founded Cascade with a mission to streamline the private credit market for originators and investors without sacrificing attention to detail. My co-founder and I are former debt and ABL investors who saw firsthand how antiquated the industry was, therefore stalling growth for so many businesses that could benefit from the asset class. Our business has grown significantly in the last two years, with dozens of new clients, a global team of engineers and debt experts, and funding from top institutional investors like Bonfire, Founder Collective, Impression Ventures, New Stack Ventures, and Soma Capital.
Today, I am thrilled to share our new brand and the story behind it – a transformation that truly reflects and reinforces our vision and mission. This blog post will give you a peek into our next phase of growth and the story behind our new visual identity.
When we first launched Cascade, our primary goal was to simplify the cumbersome and lengthy lending processes that plague the asset-based lending industry. We set out to create an innovative platform that would make it easier to access institutional debt by providing verified data and increasing transparency for all parties involved. But as we grew, we realized that our brand identity no longer represented the dynamism and sophistication of our offerings. Our organization has matured substantially and we needed a visual identity that matches that growth and maturity.
We've evolved from a promising startup to a trusted partner for leading institutional investors and innovative startups worldwide. We've democratized the debt-raising process, making it accessible and efficient for businesses of all sizes. Whether you're new to the debt game or managing multiple facilities, Cascade has become the trusted solution to many. Our next phase of growth involves expanding our services, enhancing our platform, and reaching new markets. This rebrand reflects our commitment to continuous improvement and innovation.
Our new identity is more than just aesthetics; it's about improving your experience. With a more intuitive interface and enhanced features, managing your debt operations will be smoother and more efficient. You'll find it easier to access the information you need, collaborate with stakeholders, and make informed decisions. Our new brand is a promise of excellence and a commitment to helping you succeed.
The rebranding process was an exciting journey of self-discovery. We collaborated with top designers and branding experts to create an identity that truly represents who we are. We drew inspiration from our mission to simplify complex processes and our commitment to excellence. Every design element, from the typography to the color palette, was chosen carefully to convey our values and vision centered around these core brand attributes.
These brand attribute characteristics are present in every part of our visual identity, including our logo, color, typography, and art direction.
Our new visual identity is sleek, modern, and sophisticated – much like the solutions we offer. The logo has been redesigned to reflect our core values of trust, transparency, and collaboration. By acting as a neutral third party and trusted advisor, we’re able to independently verify all data and bring transparency and clarity to both borrowers and lenders. The color palette has both neutral and bold hues, symbolizing our neutrality and our innovative spirit.
Our mark serves as the central hub for interconnected clarity and empowering insight. Our logotype captures the essence of precision with engineered and structured fluidity. It reflects Cascade’s commitment to simplifying debt financing with repeatable, geometric curves that exist within each letterform.
Cascade’s visual language embodies the concept of “Insightful Depth,” signifying a profound and deliberate comprehension of growth opportunities for businesses. This theme is articulated through three layers of visual language: Micro Analysis, Calculated Transparency, and Cascading Depth.
While our appearance has changed, our core mission and values remain the same. We are still dedicated to simplifying the lending process, providing verified data, and fostering transparency and collaboration. Our commitment to helping you scale your AUM and debt capital faster, without the risk and headache, is as strong as ever.
One of the things our customers love about Cascade is our exceptional customer support. This will never change. We will continue to provide you with timely, personalized support to ensure you get the most out of our platform. Whether you have a question about a feature or need help troubleshooting an issue, our team is always here to assist you.
Innovation is in our DNA. We will continue to develop cutting-edge solutions that address the evolving needs of the private credit industry. From data analytics and automated reporting to seamless integrations with various database types, we are committed to staying ahead of the curve and providing you with the tools you need to succeed.
Our rebrand marks a significant milestone in Cascade's journey. It's a reflection of our growth, our commitment to innovation, and our dedication to serving you better. We are excited about the future and look forward to continuing to support you in achieving your financial goals.
Thank you for being part of the Cascade community. Whether you're a long-time customer, a trusted partner, or considering joining us, we invite you to explore our new identity and discover how we can help you streamline your debt operations and take control of your financial future.
Ready to experience the new Cascade? Schedule a strategy call with our team today to learn more.
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