Auxilior Capital Partners started as a small equipment lending and leasing firm, looking to make their mark on the industry. After developing their brand voice and a logo, we started to use the bull as a metaphor for the company. In multiple executions in trade publications, social media, web display ads, and trade shows, we inserted the bull showcasing its power and desire to win. Using this strategy, we positioned Auxilior Capital Partners as a "bull in a china shop," disrupting their industry through growth.