Rebrand of a Middle Market Investment Banking Firm
New Logo, Messaging and Website

Challenge

FocalPoint Partners is a fast-growing and prolific investment bank with offices across the globe providing middle market entrepreneurs and capital providers extensive financial services including mergers & acquisitions, capital markets, and special situations advisory. They work with a wide range of industries and are known for the ability to handle complex deals with speed, accuracy, and quality.

FocalPoint approached MBC Strategic in mid-2019 to update their brand and create a website and marketing materials that properly matched their evolution to a market leader in a highly competitive space.

Strategy

MBC found that the new brand must reflect the firm’s commitment to relationships, creative strategies, steady deal flow, and quality of staff in terms of experience, background, and ability. MBC developed a values-driven brand story that emphasized productivity, vision, and execution. The site amplified this sense of movement and unique perspective through videos and visuals that convey the prolific nature of the firm and its ability to see and understand things other investment banks cannot.

MBC focused on highlighting FocalPoint’s strong network and transactional capabilities to create a fresh look and differentiate the firm from their competition. The process also presented an opportunity to update their logo to more accurately convey the firms rise to prominence, while maintaining the sense of perspective that is critical to FocalPoint.

Results

The responsive website works seamlessly across devices, providing visitors with a clean design and exceptional user experience, while also demonstrating FocalPoint’s brand and value proposition through an elegant display of messaging.

The new logo was able to provide a modern and adaptable take that is eye-catching, impactful, and deployable on all marketing material and digital assets. MBC launched the FocalPoint rebranded site and materials in early 2020.