The Challenge: Investment Banking in Chattanooga, Tennessee
This project resulted from a CPA firm’s decision to expand its scope and capabilities to include middle market mergers and acquisitions. The desire was to have an entirely new identity — one more open in nature and less tethered to its accounting firm heritage. Rather than reinventing and reshaping the existing corporate name (built on the founder’s last name), they wisely chose to create something new, fresh and inviting.
The Solution: Bridging the gap
Investment bankers often serve in the role of intermediaries, or “bridges” that connect people and capital. Coincidentally, this group had four major partners in a city that had four major bridges. After much exploration and deliberation, the name FourBridges Capital surfaced as the top choice. FourBridges conveys strength, capability, opportunity and access. It reflects the firm’s desire to connect key players in the market and match them with the right financial resources. The company logo reinforces this sense of connection, flow, and ease of doing business. Just stating the name invites a deeper discussion into the company’s mission and purpose. This type of natural segue is a hallmark of a good brand name.