San Francisco-based Parkside Lending, a national wholesale and correspondent lender, launched its new corporate brand, along with a new public website.

The new corporate brand centers on a new tagline: Experience the power of caring.

 "We launched our new brand at an employee conference because it is our employees who have internalized and instituted the principles that are fundamental to our brand. They are the face of Parkside Lending," said Matthew Ostrander, CEO of Parkside Lending. "From start to finish, the key to our unique approach is caring."

The new website that will help familiarize visitors with Parkside Lending, as well as present information about partnering with the organization and opportunities for doing business together.

"After launching a new, easy-to-use, intuitive Broker and Correspondent website last year, we wanted to ensure that anyone who visited our public website would quickly see that we are a growing organization with much to offer – and that the basis for every transaction involves a genuine concern for our clients and their customers," Ostrander added.