A Rebrand For Benetrends

MDG recently had the opportunity to rebrand Benetrends, a company that’s provided proven and innovative funding solutions for entrepreneurs since 1983. Recognized as one of the most seasoned lenders to the franchise industry, Benetrends is acclaimed for its Rainmaker Plan, which enables small business owners to finance their companies by accessing their retirement funds.

To capitalize on their reputation as an innovative and trusted financial resource, MDG invested its time in a branding initiative to create a new logo and tagline, as well as communications geared to business brokers, franchisors, and franchisees.

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“It was important to develop a brand and visual vocabulary that positioned Benetrends as an industry thought leader with more than just a “fund and done” focus. The logo needed to convey a sense of opportunity, and the tagline positions Benetrends as a trusted, long-term business partner,” said Michael Del Gigante, president and executive creative director of MDG Advertising.

“I am confident that the rebranding will be a strong platform for our new website and collateral materials,” said Dallas Kerley, chief development officer for Benetrends.


MDG Advertising, a full-service Florida advertising agency with offices in Boca Raton and New York, NY, specializes in developing targeted interactive marketing solutions, exceptional creative executions and solid branding and media buying strategies. Our core capabilities include print advertising, branding, logo design, creative, digital marketing, media planning and buying, TV and radio advertising, customer relationship management, loyalty programs, public relations, Web design and development, email marketing, social media marketing and SEO. View MDG Advertising’s creative marketing portfolio.

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