Rebrand of Institutional Value Equity Manager
Strategy, Messaging, Logo, Web & Materials


The London Company is a proven institutional equity asset manager who then managed $25 billion and is committed to generating long-term value through a focused, bottom-up strategy driven by downside protection. Unique in its approach and location in historic Richmond Virginia, The London Company approached MBC Strategic in 2021 to modernize its website, brand and materials.

From a refreshed brand strategy, to a new logo, website and a complete rework of a broad range of sales support materials, the quality value investment manager tasked MBC Strategic to recreate its message and redesign its presence.



After conducting extensive research and analysis, MBC gained a deep understanding of The London Company, its differentiation, and the essence of the brand presence. Our team of strategists developed a new brand strategy focused on the firm’s unconventional quality leads to enduring value.

The brand strategy and design was meant to embody and articulate the firm’s truly elevated approach. Building off this core strategy, the team took the next step in creating an online visual journey across the engaging website, brand identity suite and institutional equity sales and marketing materials.



The new brand launched in 2022, featuring a sleek and modern look for the institutional asset manager. The dynamic site features interactive elements, a mix of aspirational and engaging imagery, as well as powerful messaging that is true to the brand’s vision and outlook. Additionally, what were once static strategy pages became dynamic interactive visuals, contributing to a truly engaging site experience. The new site was awarded the prestigious Platinum Award by dotCOMM in 2022 and was also awarded the 2022 Asset Management Marketing Award for Branding from the Gramercy Institute.