Capital Lending Centre rebrands
By Adnews Staff
Toronto-based mortgage company Capital Lending Centre Network has undertaken a rebranding initiative. The company will now do business under the name Pineapple. According to the company, the new branding is intended to better reflect its “growth and updated corporate vision” that focuses on simplifying the mortgage process. The name change is accompanied by a new visual identity incorporating typography, colours, logos and graphics based on the images of a pineapple husk and a series of house shapes. The rebranding was developed by August Strategy.
“This energized brand evolution marks the beginning of a new era for our business, agents and Canadian home buyers,” said Shubha Dasgupta, CEO of Pineapple. “The industry is ripe for a fresh, forward-thinking data-driven mortgage provider. Speaking directly to our customers will create an even more seamless mortgage process, backed by our network of agents. Pineapple will be synonymous with trustworthiness, empowering Canadians to get the best rates and service with ease. Our new brand and evolved positioning perfectly illustrate our growing ambition within the market.”