Capstone

Positioning a financial services firm to compete in a volatile world market.

Capstone, an alternative investment management firm, had retooled their investing strategy to compete with the conventional Wall Street firms. The company needed help to differentiate itself—and attract top talent. Challenging the norms required a modern and bold, but also risky, approach to revitalize the company’s brand and advance new business directives.

The Brief

Capstone wanted to create and serve a niche market focusing on volatility investing in the financial services sector. Their senior management team had vast experience in this vertical and felt a brand new approach was needed to attract investors and media interest in the space. The company also had challenges recruiting top talent who weren’t necessarily aware of the firm or its unique services.

The Approach

The rebrand required an aggressive approach to decisively differentiate from the established players. The company’s messaging needed to be pruned and refined so that ‘volatility’ would be a marquee perspective in which to view the firm. Additionally, a thorough visual audit was called for which included developing a new approach on how the company presented itself to internal and external audiences.

The Result

We simplified the existing logo and refreshed the brand materials using a vivid, blue color scheme. A recurring video series was developed which introduced compelling and inspiring speakers discussing various topics that were tethered to the subject of ‘volatility’. The new online presence became a significant marketing tool that presented the company not only as a trending firm of top talent but also as a thought leader in the space.