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Ethus is an equity fund manager which combines leading edge technology with human wisdom to maximise returns for its investors. It invests a proportion of its profits into projects that benefit society. The identity needed to convey this dual aspect of the organisation. In addition to this it had to portray a confident, forward-thinking approach to potential investors.
The visual identity was based on the generative idea - The heart of prosperity. For the tone of voice, a series of ‘hybrid’ words bring to life the dual purpose of the company. The logo features a heart with two circles representing the two worlds of financial investment and social good. The brand’s colour-ways reflect the colours found in international currency and patterns are used alongside foil stamping to reflect the financial focus of the brand.
Reaction to the new brand has been very positive with stakeholders reacting positively to the new positioning, messaging and design principles.