NewSmith Capital Partners

Striking new brand for investment managers

all / brand / online communications / literature / integrated / annual reports / strategy / PR

/ challenge

NewSmith Capital Partners are an independent, performance-driven investment company, that offer traditional and alternative portfolio management services to institutional and high net worth individuals.

They appointed Living to refresh their visual identity, with the aim of enhancing the business’ reputation amongst institutional investors as a high-quality investment manager.

/ solution

The existing NewSmith ‘lion’ logo was evolved into a stronger and more unified mark, to gain greater legibility across different media, yet retain a link to their heritage.

Alongside the logo, striking images of African plains were selected, representing the environment in which NewSmith do business; knowing when to make the right move, demonstrating resilience and patience, and maintaining a clear strategic investment focus.

/ result

The visual brand has been successfully rolled-out across a range of investor relations materials for each of their funds, both in print and online, including fund performance factsheets delivered via SIRIQS, Living’s web-based investor relations tool.

NewSmith now have a consistent and unified approach to their marketing communications. This aids their investor relations strategy by clearly demonstrating the strength and depth of their product suite.

NewSmith's website can be seen at www.newsmith.com

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