Pensato Capital
A name, brand and marketing materials for a start-up fund
- Actuarial Profession
- Aviva Investors
- B&CE
- BlueBay Asset Management
- Bramdean Asset Management
- Citi Private Bank
- Close Investments
- Crossbridge Capital
- Development Securities
- Ernst & Young
- IASB
- ING Group
- Jabre Capital Partners
- Lansdowne Partners
- Louis Capital Markets
- Man Group
- Man Investments
- Moore Stephens
- Pensato Capital
- Trafalgar Asset Managers
/ challenge
Our client approached us with quite literally a 'blank canvas' in terms of a name and brand, but with a breadth of knowledge and expertise in the financial markets. They required an identity that reflected their key themes of structure, focus and a robust fund selection process - a model that had brought a great deal of success to the founders' previous businesses.
/ solution
With a strong brief at the heart of the project, created through an in-depth consultative process, we presented a short-list of names that reflected the core values.
The name 'Pensato', selected by our client, is derived from the Latin 'distribution' and means 'thought' in Italian. Supporting this, a visual identity was then crafted including the creation of the logo, which used an icon based on a Venn diagram to portray selection, reviewing situations and predicting outcomes.
/ result
The new brand has successfully been applied to various collateral including stationery, an investor presentation, fund performance factsheet and an investor-facing website.
These elements assisted the team with the launch of the Pensato Europa fund in the summer of 2008 and the subsequent raising of assets.
