Where do you start with a brief to create an engaging brand for a team of highly trained scientists, IT engineers and business people; all of whom are driven by a rigorous Cartesian approach to fund management? Well for CFM – a fund manager headquartered in Paris, with offices in London, New York and Tokyo and has approximately $10bn AUM – it began with an understanding of their intellectually intense personality; rigorous, analytical, collegiate, dogmatic. And their desire to stand out.
Our creative solution is derived from CFM’s uniqueness as a firm that is a pioneer in applying intelligence and analytics to harness the power of global financial markets. They invite clients to engage and evolve with them as they create pure market intelligence and valuable trading insights. CFM's new positioning leads with the brand promise of 'Data. Insight. Clarity.' and is supported with a visual identity that represents the strategic, collaborative and process-driven nature of their business.
In 2023 we completed a refresh of the CFM website, creating a refreshed and energised digital experience. Working within their existing brand, we utilised their mathematical symbols to create bold shapes and impact throughout the site. Clean, contemporary, and streamlined, the site reinforces clarity, a core principle behind the CFM brand. The burger menu contains the primary navigation, creating a smart and considered user experience.
The concept behind the art direction centres around detail – the forensic ability to see patterns within data, visually symbolising how CFM build investment strategies around those patterns. We brought this to life through the use of close-up details in nature and digital imagery, to convey not only their human approach but also their innovative strategies behind their technology.
The result is a visually engaging go-to brand and suite of client-centric marketing tools – website, events, research and investor relations materials – that will allow CFM to demonstrate their intellectual capital to their target audiences globally.