Our process in developing the brand strategy, tagline and visual identity was somewhat holistic and nonlinear. We positioned the firm out of the gate as a savvy market leader – by leveraging the strength and reputation of its founders; seasoned, well-respected professionals. We designed the visual identity with the stylized “F“ or “the face” as the icon that also references the “new face of alternative investing” (the tagline we created). This icon also reflects the positioning of the people behind the brand that helped make this company one to watch. We reproduced the stylized “F” in silver to add texture and richness and to make a strong visual statement.

The brand came to life through a strong visual vocabulary, using modern typographic treatment, and bold graphic elements that we coupled with surreal black and white imagery. We extended the brand across all the various client touchpoints that included more than 6 funds. We created publication formats for the fund families to streamline production, create cost savings and ensure consistent application of the brand standards.

We created content, designed and developed the website.

Building upon a successful brand launch with the implementation of the new brand identity, we developed a print ad (trade) campaign to create greater brand awareness and to promote new products in the advisory channel. The first ad helped launch the new brand and was followed by 3 separate ads - all part of the same series. The visuals are both nostalgic and absurd - and they helped position the firm as a smart, witty company that stands out from the competition.