New Jersey Capital Access Fund
For New Jersey Economic Development Authority and Calvert Impact
A small-business lending campaign stands out by keeping it simple.
Small businesses make up 99% of New Jersey businesses and employ nearly half of the state’s workforce. To set this small-business loan program apart from other lending options, we built upon client and business-owner input — creating a campaign as straightforward and no-nonsense as its audience.
STRATEGY
Supporting creativity and collaboration to create a vision.
Team members from the New Jersey Economic Development Authority (NJEDA) and Calvert Impact, the program’s fund administrator, shared thoughtful conversation in a series of strategy sessions we designed to foster creative thinking and build shared understanding. We also used this time to demonstrate best practices in financial services messaging and branding. Our clients’ perspectives informed a brand that reflected sound strategy and a collective vision. That was partly due to one big idea that emerged: simplicity — a descriptive name, a direct message and an unfussy look.
MESSAGING
Putting it plainly to meet borrowers’ needs.
As we developed the strategic messaging for this small-business loan program, we knew the program’s value rested in its flexible working capital, favorable terms and expert guidance. We conducted in-depth interviews with business owners to learn how to cut through the noise and communicate that value. Common themes emerged. Business owners already knew and trusted NJEDA. They liked the idea of a program with access to both capital and advice. And, given the day-to-day demands of running small businesses, they wanted messaging to be straightforward. To meet their needs, we wrote plain-language messaging that highlighted applicants’ access to nonprofit community lenders and advisors and positioned the fund as a responsible pathway to growth.
LOOK AND FEEL
Helping the fund stand out while fitting in.
The New Jersey Capital Access Fund’s logo had to stand apart from others in NJEDA’s portfolio while still belonging to the brand family. To design it, we used the visual language of weaving to convey the strength and connectivity of the New Jersey business community. Woven strands create an upward-line graph, signaling progress and success. The fund’s logo, along with other visual elements, uses NJEDA’s recognizable color palette but remains visually distinctive — nods to both institutional credibility and innovation.
MEDIA
Bringing it all together with Florence’s story.
NJEDA was committed to a campaign shaped by small-business owners’ needs. Insight interviews revealed their desire for a simple application and to hear directly from peers. We led with testimonial, producing a video featuring a program applicant named Florence, and placed media on platforms owners already used, including streaming pre-roll and display. An easy-to-navigate website and 12-language toolkit rounded out the approach, driving awareness among the businesses the fund was built to serve.