Merchant Cash Express (MCE) – the first organisation in the UK offering SMEs funding through card ‘factoring’ – knew they had a great service but quickly realised the brand was lacking. This meant focusing on the creation of a complete brand strategy (separate to that of the parent company) to set MCE apart, improve engagement and clarity of communication, and double economic growth by 2016. ‘A breath of fresh air’ was born – a brand positioning representing the aim of the business to help SMEs flourish. The resulting leaf logo and fresh colour palette reflects a sense of freedom and optimism offered to consumers. This was implemented across the website, marketing literature, events stands and even the office space.  In the seven months following the full rebrand, lead generation increased significantly, revenue grew by 66.6%, number of completed funded deals by 22% and number of direct new visitors to the site by 16%, whilst staff motivation, recruitment and retention also improved.