The DAK Group, an investment bank that specializes in guiding middle-market companies, unveiled a new brand identity campaign. This initiative reflects the Rochelle Park-based company’s response to the evolving needs of business owners in the middle market as they navigate the complexities of growth and exit strategies.
DAK said its new brand identity introduces a fresh aesthetic, with new dynamic logo and deep purple and gold color scheme, that makes a bold visual statement, and a succinct tagline, “Mid-Market, Maximized.” They are all rooted in its tradition of providing highly customized service throughout every engagement and underscore the firm’s dedication to excellence for every client. Simultaneously, DAK has launched a new website seamlessly integrating the new brand, while enhancing the user experience.
Dak said that, as the landscape of middle-market business ownership has transformed significantly over the last decade, it is at the forefront of this evolution through previously unexplored options that align with company’s aspirations and financial goals.
“Our business has transformed, from being mostly transactional to now, where we build enduring relationships with clients across various stages of their business life cycle. We are focused on helping them build value in their company as it grows and maximizing that value upon exit,” Alan Scharfstein, DAK’s founder and CEO, said.
“While our business has evolved significantly, our visual identity has not kept pace. The rebranding marks a strategic evolution, aligning our image with our commitment to guiding owners in building value across their business lifecycle,” Joan McGeough, DAK’s chief marketing officer, said.