Rebrand for an Investment Management Firm
A Modern and Authentic Update to the Atlanta Capital Brand


Approaching its 50th anniversary,  Atlanta Capital approached MBC Strategic in need of a comprehensive rebranding exercise to help align the vision of the firm with its longstanding investment solutions and history. As an affiliate of Eaton Vance, the $20 billion institutional asset manager wanted to better articulate the value of its focused, quality strategies—across both equity and fixed income investments.

With the firm’s size and target investor audiences, it was important to create a sophisticated look and feel that would support Atlanta Capital’s client base across both advisor-focused messaging and with large institutions. Our goal was to put a modern, yet authentic spin on this well-established and storied investment firm.


After extensive stakeholder interviews, client interviews, brand and industry analysis, MBC suggested a messaging platform focused around an uncompromising focus on quality. This approach supported both the firm’s investment approach, as well as its dedication and service in developing relationships with their clients.

The branding platform included new brand positioning, logo, colors and visual identity, which would then be executed across their website, marketing materials and sales collateral. A more vibrant color palette was selected to bring more life to the brand and its touch-points, driving differentiation in what can be a crowded market. The  assets together showcase Atlanta’s warm and welcoming approach—further personalizing the team behind the strategies their clients and partners have come to count on.


In conjunction with Atlanta Capital, MBC helped tell a story that would bring together the firm’s significant history and guide its growth moving forward. This dedication to quality is core to the message the firm’s delivers to all its stakeholders, and was the inspiration for the brand refresh. With an authentic and meaningful brand promise of consistent quality,

Atlanta Capital has a powerful message to approach both new clients and existing investors. The brand launched in July of 2018 and signals the beginning of a new chapter for the firm, as they approach their milestone anniversary. The asset management rebranding project was awarded the MarCom Gold for brand refresh in 2018.