Elevating brand perceptions for an independent private equity fundraising adviser

The challenge

Founded in 2011, Rede Partners established themselves rapidly as an independent fundraising advisory business for the private equity industry with a clear focus on helping General Partners tackle the opportunities and challenges of today’s capital raising environment. Rede had experienced rapid growth and realised that there was a need to realign the external perception of being a ‘start-up’ with the reality of the business as it is today. Our challenge was to transform an arbitrary identity into a meaningful brand of substance.

The solution

We engaged various members of the Rede Partners team in a discovery process to gain consensus on where the firm stands and where it’s heading. The insight gathered became the critical foundation for our brief which guided the strategic positioning along with the brand creative. Our idea centred around Rede Partners being more than just a fundraising advisory business. We saw their real skill as having a laser-sharp focus and the ability to craft compelling propositions around fundraising capturing the imaginations of investors that in turn translated to outstanding outcomes for clients.

To bring this to life through design we developed a concept based on Rede as the catalyst at the intersection between General Partners and Limited Partners. Based on this principle we designed an identity system where two forms converge to reveal an area of pure focus. Supported by conceptual imagery and a fresh new colour palette, this idea formed a flexible system that brought consistency across print and digital collateral and was integral in the design of a more compelling website.

The result

Rede Partners now has a brand that reflects a more mature and sophisticated firm that delivers a premium service to a high calibre client base.

The new website is an impressive hub that not only showcases their ‘thoughtful’ nature, with unique insights, commentary and publications, but also provides a window into the life and culture of the firm with a dedicated section showing the day-to-day involvement of the team in community, fundraising and mentoring activities. 

To see the new Rede Partners brand in action visit rede-partners.com