Port 51 Lending Logo

After MassMutual acquired Exos Small Business Lending, a non-bank lender for small business owners, we faced a unique challenge: design a standalone brand reflecting MassMutual's visual DNA without bearing its name. A modern twist on our heritage, "Port" comes from our Boston Seaport campus, and "51" references our founding in 1851. The logo’s wave-infused "O" embodies fluidity and forward momentum. For entrepreneurs embracing uncharted waters, we created maritime-inspired branding — transforming lending into a shared (ad)venture.

From the original award submission.