Reward Funding has refreshed its brand identity and unveiled a new strategic direction, with focus placed on “high-performance funding and client-centric solutions”.

As part of the revitalised branding, there is a new logo, visual identity and mission statement.

In addition, Reward Funding is expanding its product offering.

Nick Smith (pictured), group managing director of Reward Funding, said: “This revitalised brand is much more than just a visual update, it reflects who we are as a business and our ambition for the future. We have always been at the forefront of the lending market; we basically wrote the book on alternative finance, but this really takes us to the next level. It also reinforces our commitment to leading the industry.

“Back in 2010, we had one goal, to help entrepreneurial people and businesses thrive. Now, over 14 years later, we’re recognised as the original finance provider and are still guided by the founding principles we set when we first began. We thrive with our clients, offering a collaborative environment and fast, flexible and dependable funding that is unique to each business.

“Our new brand identity has encapsulated the essence of Reward Funding, and we are incredibly excited to take our team and clients on this journey with us as we continue to set the standard in alternative finance. Our team help clients achieve goals, combat challenges and tackle unique circumstances thanks to the mixture of in-house underwriting and a flexible approach to deals. Our message is clear, we are not just a participant in the industry, we are the driving force.”

Craig Harrold, managing director of brand consultancy Propaganda, which led the rebrand, added: “It has been fantastic to work with the Reward Funding team on this new brand identity, and to set the strategic direction for the business. We’re looking forward to seeing Reward Funding continue to thrive and grow.”