Our client, a leading private equity firm, sought the support of our digital marketing experts to help relaunch the unified, global brand of one of its portfolio companies which had been integrated with a number of new acquisitions.
- Outcome 1: Refreshed brand identity for their portfolio company
- Outcome 2: Designed, built and delivered a new website for the portfolio company which effectively positions the organization’s purpose, mission and vision
- Outcome 3: Created supporting brand collateral including signage, stationery and business cards to improve brand presence and perception
The challenge
Our client, a leading private equity firm, had made a number of investments in a portfolio of complementary companies in the offshore fund administration sector, which it then consolidated into one single company to create portfolio synergies. Having integrated the various companies, the PE firm’s deal team recognized a need to create a unified brand identity for the single company in order to improve brand perception and awareness. This would be a critical enabler of the companies’ growth potential.
Our client sought the support of both our market-leading digital execution experts and financial services specialists in order to create a refreshed brand strategy for its portfolio company. Within this, they required the design of a new brand image that reflected the ethos of the organization, as well as a refreshed Group website and supporting marketing collateral and stationary, including business cards and signage.
The approach
Our team began by conducting a survey involving over 50 employees, as well as campfire interviews with key portfolio company stakeholders, in order to identify key brand and positioning themes. This was supported by a comprehensive market analysis of brand perception. Using these insights, we formulated a brand strategy engine which encompassed brand purpose, mission, vision and personality, and defined a robust brand architecture to ensure scalability and alignment with the business’ growth targets. We developed the new brand image, and accompanying visual language, established comprehensive brand guidelines and implemented the rollout of brand collateral. We carried out UX research and design for the new Group website, and then built and launched the website at pace.
The value delivered
As a result of the portfolio company’s refreshed brand identity and supporting collateral, the PE firm has laid the foundations to grow the brand’s presence, improve brand perception and grow its revenue, capitalizing more effectively on the synergy potential of the consolidated portfolio companies. In turn, this will accelerate the realization of value for the private equity firm and its shareholders.