F&I provider Portfolio recently underwent its first brand redesign since launching in 1989, unveiling an updated logo designed to “reflect the company’s position as a leading national reinsurance and F&I provider and administrator,” the company said.
President and CEO Brent Griggs said Portfolio’s new look was several years in the making. The rebrand followed the 2020 acquisition of Strongsville, Ohio-based National Automotive Experts (NAE) and NWAN and a creative partnership with Trifactor, a Fort Lauderdale, Florida, digital marketing agency.
“Our ‘legacy’ look and feel served Portfolio well for more than 30 years, but our brand had to evolve with our company and the industries we serve,” Griggs said. “With input from key stakeholders at every level, Trifactor was able to deliver a brand identity that celebrates our history and embraces the future.”
