Providing the necessary capital for green energy projects, this financing company is in the business of making decisions that are smart for the planet and for its investors. While the entity itself was only recently formed, the leadership has extensive experience in the industry, and needed a name, message, and brand that conveyed its expertise. LSHD chose to define the company in a literal way, borrowing from the principal’s last name and the Spanish for green to create the bold, international sounding moniker. The tag line “Investing in a Better Planet,” conveys the company’s promise to fund only the projects that will improve our carbon footprint and increase investors’ returns.