Sorry, full access to our website is available to Only!
Become a Member today and get benefits listed below.
Since its founding, Bain Capital has applied a unique combination of insight and experience to build one of the world’s leading private multi-asset investment firms. The company has organically expanded its platform to include numerous asset classes while also establishing a significant global presence. Many of the asset class businesses operated under individual brand names, and while they were successful and competitive, they did not leverage the full power of the Bain Capital platform.
Firm leadership realized a need to formally define a brand strategy — one that could powerfully articulate the values at the core of the firm’s success and also serve as a uniting story for its businesses across the board. Our challenge was to unlock the value inherent in the brand and create new opportunities for greater business advantage.
Research with employees, external partners and investors revealed a consistent thread: Virtually everyone associated with the firm recognized that the culture — the way the organization thinks, works and treats people regardless of geography or tenure — was at the heart of what makes the company unique. The Bain Capital brand was already embedded throughout the organization, but it had never been fully expressed.
A key recommendation was to unite all the independent business units under a new brand architecture that supports Bain Capital as the parent brand, unifying the firm under a shared expression, leveraging both the name and the stature of the firm.
Collaborating with internal teams, we created a new identity to unite the businesses through an ownable, shared symbol. Its connected forms speak to how Bain Capital pulls together the right people and pieces to make an impact. The forward-facing beam illuminates the way forward. Its colors celebrate the brand’s heritage, with a modernized blue and distinctive red that pay homage to the firm’s history. The new visual system integrates elements of the symbol to create a distinctive Bain Capital expression across print and digital channels.
Our team also worked hand in hand with the Bain Capital team to create a complete activation plan that culminated in a firm-wide Town Hall to launch the brand.
This successful collaboration yielded the creation of a refreshed parent brand with the flexibility to address individual audiences, capabilities and the unique characteristics of each Bain Capital business. In combination with a new brand architecture, logo, visual system and guidance, we helped bring to life a Bain Capital brand that expresses the firm’s stellar reputation and supports its continuing efforts always to create a lasting impact.
Ernesto Anguilla, Senior Vice President and Head of Global Communications & Public Affairs, best summarized the results of the project when he said, “You have really helped us move forward significantly on the brand front and help us bring the firm closer together.”