This institutional money management firm was founded in 1968 and in need of a brand refresh to reflect the mature and changing identity of the firm. A new graphic identity was developed to bring the firm’s vision and values in line with the current state of their company. A black and white identity struck just the right chord. After years of a weighty traditional brand, the firm needed to compete in a modern world and better reflect the realities of a younger staff and market. The new brand captured their strength with an undeniable clarity of purpose.