Addison was honored to help Federated Investors establish a new brand after its acquisition of London-based Hermes Investment Management. The new name and visual identity, as well as a launch website, reflected the global reach and powerful capabilities of the combined firm and introduced its positioning as a global leader in active, responsible investing.

Thoughtfulness, responsibility, impactfulness, and diligence are the core values that serve as the guiding light behind the Federated Hermes brand. A symbol and wordmark, coined “The Beacon” radiates upwards symbolizing the positive influence, impact and returns from responsible investing. A vibrant graphic language coupled with a confident voice formed a foundation for this brand and a flexible brand toolkit that can thrive for years to come.

The brand was rolled-out with their flagship website (federatedhermes.com) and a suite of communications with much appreciation from the client. Since then, the toolkit and guidelines has further strengthened the Federated Hermes brand.