---
title: "Introducing HES New Brand Identity | HES FinTech"
description: "We’re thrilled to unveil another milestone: refreshed brand identity and redesigned website. As a part of the 2018-2019 strategic plan, rebranding"
url: "https://hesfintech.com/blog/introducing-hes-new-brand-identity/"
author: "HES FinTech"
published: 2019-01-12
updated: 2025-12-09
---

# Introducing HES New Brand Identity

We’re thrilled to unveil another milestone: refreshed brand identity and redesigned website. As a part of the 2018-2019 strategic plan, rebranding was identified as a strategic goal for HES. It was required due to the company's growth over the last seven years and the need to:

- better reflect who we are and what we do;
- define a clear mission statement/value proposition;
- establish a strong visual identity.

![HES New Identity](https://hesfintech.com/wp-content/uploads/2020/04/hes-new-identity.jpg)

## What's New?

Every growing company must ultimately renew its identity in order to better reflect its maturity.

## #1. Value Proposition

**Vision statement**:

HES exists to bring automation and AI into the financial services industry. To break free legacy technology with comprehensive high-tech lending software and create a human-AI synergy. To keep lending simple, lean and fast.

**Mission:**

To automate the complex lending process and move it forward into the digital-first world.

**Core principles:**

We follow 4 strong principles that guide the way we work and the decisions we make every day.

- Commitment to quality and continuous improvement
- Сustomer-focused approach from start to finish and beyond
- Innovation that delivers better ways of solving problems and serving clients
- Trust, transparency, and teamwork

The primary goal of the HES Solution is to make lending as automated and optimized as possible with no overhead in staff or manual actions.

## #2. Design

The new brand identity better represents HES as a world-class company it is. We are a sophisticated solution provider that strives to breakthrough legacy lending with AI, and we now have the branding to match.

The company develops and markets web-based lending and machine learning automation software for enterprises. HES operates an integrated end-to-end digital lending platform for managing the full loan lifecycle in a single system. It caters to banks, finance companies, credit unions, non-bank financial organizations, and other specialized institutions worldwide.

In the coming months, we will refresh the demo stand of the HES Lending Solution with a focus on user experience and new brand identity. Stay tuned!

[contact hes experts](https://hesfintech.com/contacts/)