Private Equity Branding and Website Design
Comprehensive financial manager division branding
CHALLENGE
Servco Pacific Capital, the successful private equity firm operated by of one of Hawaii’s oldest and largest business empires, had an interesting problem. They were in the process of widening their reach and record of sustained success, including the turnaround of famed guitar manufacturer Fender, to a broader range of private equity investors. Servco wanted to simultaneously leverage this reputation to communicate its differences from Wall Street private equity firms– one that aligned its interests with investors, yet position itself as an insightful and capable financial manager. Servco was different because it produced meaningful returns over long periods of time, and it was looking for a comprehensive messaging hierarchy, imagery, and intuitive website to match.
APPROACH
MBC Strategic conducted several stakeholder interviews to determine Servco’s key defining attributes, customer benefits, and unique approach. They found an immense pride in the organization’s heritage, and saw how each level of the company’s success had been oriented toward long-term success, often sacrificing short-term gains to better position itself in the years to come. This, MBC believed, was the key differentiator between Servco Pacific Capital and the rest of the industry. Servco wouldn’t risk client capital in a way it wouldn’t be willing to itself. MBC Strategic also leveraged the core brand assets in the website design and development process, creating a more modern look for the corporation’s newly public investment division.
RESULTS
The website MBC Strategic built incorporated responsive breakpoints and had a flexible yet robust content management system. It highlighted Servco’s focus, providing Investment lasting generations, and differentiated the company based on its heritage, high-touch service, and the type of return it would generate. The newly designed website launched in June of 2016, communicating the private equity division’s legacy and benefits in a clear, intuitive way.
