Transforming Pinebridge's brand purpose
18 October 2018
This week saw the launch of a new brand for global asset manager Pinebridge Investments, created by our teams in New York, London and Hong Kong.
Initial conversations with Pinebridge unearthed a genuine enthusiasm to transform the way their visual brand performs in an overcrowded market landscape. As an independent global asset manager, Pinebridge has always maintained a steadfast focus on active, high-conviction investing, which is fuelled by a deeply analytical approach.
While the firm had enjoyed success over several years, expanding into new territories, their current brand identity didn’t reflect the true qualities of the business or distinguish them from their competitors. Our discovery activity with Pinebridge was vital in surfacing a distinct guiding principle of ’seeing value where others cannot’. This would subsequently become the bedrock on which we built a fresh new visual identity that aligned with their values and purpose.
We then developed a visual concept that hinged on Pinebridge’s strength to detect and respond to subtle changes, trends and obstacles that others may miss. The visual execution of this concept was inspired by the dynamics of sonar and was brought to life as a series of interlocking rings with an area of focus that rotated around the radius. At the core of the identity was an inner ring, which was designed to change its graphic style according to the five tenets of the new Pinebridge brand.
While some incumbent brand components were to remain unchanged, namely the brand marque and primary brand green colour, we were able to revitalise the overall design using a more energetic colour palette and a flexible graphic system along with a new photographic style that used different perspectives to support the overall guiding principle.
Our journey with Pinebridge has been truly collaborative and the result is a distinctly confident brand identity that reflects the firm’s independence and ability to identify unexpected opportunity for their clients.
To see the new identity in action visit: https://www.pinebridge.com/