To transform its brand, the partners at global alternative investment business Gottex tasked us to reflect the firm as it is today, helping it achieve real stand-out from the mass of financial services brands. Gottex has an admirable track record – with multiple awards and high European hedge fund rankings – however, its legacy identity was failing to reflect its current status.
Our brand strategy sought to bring the whole Gottex group together, rebranding its companies with a common visual identity, making the group both more unified and accessible. In an evolution of the logo, we refined the brand’s core graphic icon, retaining key elements to reflect the essence of the heritage brand.
We then applied the new visual identity to the firm’s website, marketing literature and investor relations collateral, while a whole library of bespoke icons helped take the visual identity further and delivered greater control over how the brand could be applied in the years to come.
The new Gottex brand is truly award-winning, picking up Best Visual Identity from the Financial Services Sector at The Transform North America Awards 2015 and Best Rebrand from the Financial Services Sector at the Transform Asia-Pacific Awards 2014. The firm’s founders, Joachim and Max Gottschalk felt the brand was a clear reflection of who they are, saying: “Our new brand, and its visual expression, is now a powerful asset; it represents the organisation, our people, and our future”.