MidCap Financial

Taking a mid-market finance firm to the next level


Elevating the brand, creating a compelling digital presence and establishing a go-to-market starter kit

MidCap provides a range of debt solutions — helping its clients access the capital they need to advance their strategies and finance growth. Sequel’s charge was to create more professional and cohesive branding, plus an initial set of marketing touchpoints to support the firm as it moved into its next chapter.

Our work began with reimagining the logo, extending its spirit into a sophisticated VIBE (look-and-feel) and codifying that in a style guide. We then created a go-to-market starter kit, featuring pitch templates and social media assets, with a robust website at its hub. Lastly, we incorporated the new branding into MidCap’s office spaces through signage and environmental graphics at each of their locations, including custom-designed artwork that hangs at the headquarters.


  • Digital Strategy & Web Development
  • Environment & Experiential Branding
  • Logo & Visual Identity Systems
  • Market Insights & Brand Strategy
  • Marketing & Sales Enablement Tools

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