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 $4.5bn 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. This work also inspired the design and development of a bright modern new responsive website that signifies a break with the past and a dramatic new positioning for the firm.
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. This bold brand has gone on to win a number of branding awards including Gold at Transform North America 2016, for Best Rebrand from the Financial Services Sector, beating off competition from a number of B2C brands.