'ECP Asset Management' approached Toben with a need for a brand refresh. Toben's work repositioned the brand internally as well as externally through strategy, visual brand refresh, and redesign of all company touchpoints.
ECP is a highly philosophical company with an outstanding track record in generating sustainable wealth. But their existing brand saw them positioned as an established boutique company operating under a family crest – a lone wolf with market leading ideas.
The base challenge was to redefine the brand across a democratic team, and to lay the foundation for a consequential dramatic shift in appearance. For the visual identity, the task was to reflect the company's challenger position, in line with the brand's purpose of demystifying what 'active investing' means.
Our solution was a brand identity that breaks with the industry's visual uniform. The design is clear, vibrant and confident, with a strong focus on approachable and highly visual communication. The key visuals tie in directly with the company's mission of demystifying and 'Redefining Active Investing'. They illustrate the three main differentiators of active investing as a foundation for sustainable wealth, with the hand representing the 'active' role that ECP takes on in its management. With a strong corporate philosophy and a range of communication requirements, custom illustrations function as a secondary visual tier.
The key brand visuals were created as motion pieces, as well as photographs. Online, the motion helps to further illustrated the key points and analogies of what 'Active Investing' involves.
The internal impact was overwhelmingly positive. The team interviews and workshops in particular brought much clarity to a team that works without hierarchy, but lacked opportunities to discuss the company's purpose and values. There was a strong sense of engagement, ownership, direction and pride following the brand strategy that continued into the visual design phase. Feedback from Dr Manny Pohl included "I am delighted with what you have produced".