River Associates:
A Private Equity Firm at the Confluence of Creativity and Capital

River Associates, a Chattanooga-based Middle Market Private Equity firm with over 28 years of experience and $285 million in committed capital, sought more than a smart-looking, fast-loading website with complex team, portfolio and news filter functionality. Through our BrandMate℠ competitive research and Voice of Customer (VOC) process, MVP helped River define its visual and verbal bearings. Based on more than a dozen interviews with investment bankers, owner-entrepreneurs and intermediaries, we learned that positioning the firm as transparent, ethical and seasoned (“the good guys”), was the path to their branding and website success.

Large splashes of burgundy and gray over colorful and deeply-rooted Chattanooga, Tennessee landmark imagery, impart a modern, New South look to this responsive Private Equity WordPress website. MVP minimized site load times and incorporated SEO keywords and meta descriptions to boost River’s search engine rankings. Custom interactive features and live filtering reflect the latest advances in website design and functionality. MVP also redesigned the client’s logo to appear more in synch with the firm’s riverfront imagery. A new PowerPoint pitchbook and HTML email template round out the expansive brand-to-web program for River’s “Good Guys – and Gals.”

“It has been a pleasure to work with MVP on our rebranding efforts. Throughout the process the team was intently responsive to our feedback, considerate stewards of our stakeholder relationships, and remained mindful of our budget. From branding to web design and development, our firm could not be prouder of the end result. Thanks to the entire MVP marketing and design team for working diligently to achieve our vision. MVP has been and will continue to be a valuable partner for River Associates.”

Megan Hunt, Marketing Director