Brand Guidelines

Tone

We’re an American company with Midwestern values and that shapes our tone and sets us apart from the competition.

Clear

We know that growing a business and finding funding can be confusing. That’s why we make it our goal to be as simple and straight-forward as possible. No double-talk, no fancy terms without explanation–period.

Trustworthy

We know some financial institutions will say just about anything to get business. We aren’t just some financial institution. We stand behind our integrity and tell customers exactly how it is, because we respect their right to know the truth.

Approachable

We’re not a cut-throat Wall Street company, and we don’t pretend to be. We talk to people like people. Casually, but with respect and professionalism, because that’s who we are and who we work with.

Voice

Formality

Approachable yet professional

POV

Speak to our audience as partners

Directness

Clear and succinct but not glib

Jargon

Casual speak, no mumbo jumbo

Voice

Speak to our customers with empathy, as if they were a friend

Tenor

Upbeat but not excitable (watch the use of !)

Sophistication

Provides clarity but without speaking down to our audience

Whether it’s lofty or tactical, we use a dynamic and ever-growing list of headlines reinforcing our belief that with the right tools any goal is possible.

Aspirational

Ingenuity made possible.

Dreams made possible.

Goals made possible.

Tactical

Business made possible.

Yes made possible.

Funding made possible.

Cultural

Bold made possible.

Brilliant made possible.

Integrity made possible.

Ownership made possible.

Engagement made possible.

Expansion Capital Group may be our name, but it’s only a part of what we stand for.

Our Offerings

Empower Creative Growth

Enhanced Customized Ground-breaking

Elevated Custom Guidance

Engaged Caring Genuine

Our Heroes

Entrepreneurs 

Creatives

Go-getters

Entertainers

Chefs

Gardeners

Electricians

Car Mechanic

General Contractors

Engineers

Contractors

Graphic Designers

We’re using 3 fonts with endless possibilities: Inter, Bebas Neue Bold, & Avenir.

The Inter font is a popular sans-serif typeface designed specifically for user interfaces (UI) and digital screens.
Key details:

• Designer: Rasmus Andersson (first released in 2017).
• Style: Geometric, clean, and modern sans-serif.
• Purpose: Optimized for legibility at small sizes and on high-resolution displays.
• Features:
   
  • Wide language support (Latin, Cyrillic, Greek, and more).
  • Variable font version (weight and optical size can adapt fluidly).
  • Includes features like tabular numbers, slashed zero, and stylistic alternates, making it versatile for both text and data displays.

Usage:

• Commonly used in websites, apps, dashboards, and design systems.
• Default font choice in many UI kits and frameworks because of its readability and neutral tone.
• Freely available on Google Fonts and GitHub under the SIL Open Font License (OFL).
   

The Bebas Neue Bold font is a sans-serif display font - very clean, tall, condensed.

Key details:

• Designer: Ryoichi Tsunekawa.
• Style: Very clean, tall & condensed sans-serif.
• Purpose: Typically used as a display font - that means it’s designed for visual impact, not for long paragraphs of text.
• Features:
   
  • Condensed shape fits more text into limited horizontal space.
  • All-caps aesthetic creates a uniform, modern look.
  • Bold weight adds authority, emphasis, and makes text eye-catching.

Usage:

• Headlines & Titles grab attention at the top of ads, posters, websites.
• Branding & Logos its clean, strong, condensed style conveys confidence and modernity.
• Social Media Graphics often paired with imagery because it overlays well without losing readability.

The Avenir font is a very well-known san-serif typeface.

Key details:

• Designer: Adrian Frutiger.
• Style: Clean, modern, readable style.
• Purpose: Typically used as a display font - that means it’s designed for visual impact, not for long paragraphs of text.
• Features:
   
  • Large x-height makes lowercase letters more legible at small sizes.
  • Balanced proportions gives it a warmer, more timeless feel.
  • Open counters like in “e” and “a” enhances clarity.

Usage:

• Branding & Identity - used for logos, corporate communications.
• UI / Digital Products - good legibility on screens.
• Signage / Wayfinding - has clarity and neutrality.