Marlin launches new brand identity to better reflect its equipment finance services

Marlin, a Mount Laurel-based provider of lending products and services, announced it has launched its new brand, Marlin Capital Solutions.

The new brand, it said, will “better reflect the breadth of services it offers to small businesses and equipment finance partners.”

For more than 20 years, Marlin said it has provided equipment financing to small businesses. Over the past few years, it has expanded its programs to serve more partners and small business customers, and has added new products including working capital and franchise loans.

“Our new brand identity unifies us and reaffirms our company’s shared vision and goal, supporting our ongoing mission of helping small businesses fulfill their American Dream,” Jeffrey A. Hilzinger, CEO and president at Marlin, said. “Our goal is to become a single source of financing solutions for our customers and partners. Their positive experience working with Marlin is the essence of the rebrand.”

The brand has a new logo, called the “spark”; a website; and a fresh tagline, “Lending that Works.”

“We have always focused on building strong relationships with our customers and partners, and we feel privileged that they were readily willing to participate in the launch of Marlin’s rebrand by sharing their personal experiences with us,” Aswin Rajappa, chief marketing officer.