Rebranding an Equity Asset Management Firm
Comprehensive Rebrand for Polen Capital
Challenge
Polen Capital, then a $22 billion dollar equity manager, came to MBC Strategic with the goal of conveying a better essence of who they are as a firm by modernizing their design and messaging to reflect their three decades of experience with growth equities.
As an employee-owned firm, it was important for Polen to elevate their commitment to quality and demonstrate that their dedication extends beyond their work as investment managers to their clients, beneficiaries, employees and the community where they work and live. The firm had also embarked on a global management and distribution strategy that needed to be reflected in its brand and messaging.
Strategy
After extensive stakeholder interviews and brand and industry analysis, MBC suggested the messaging platform “Going beyond” which reflects and extends the company’s mission statement “to preserve and grow clients’ assets to protect their present and enable their future.” The aspirational message embodies how they go further in both their investment focus and care for clients and employees.
The branding platform included new positioning, messaging, logo, colors and visual identity. It was executed across their website, marketing materials and sales collateral. A vibrant color palette was selected to bring the brand to life across its touchpoints, driving differentiation through design. The complete assets reflect Polen Capital’s commitment to quality in scouring the world for the best investments and sharing their mindset with colleagues, clients and community.
Results
In collaboration with Polen Capital, MBC Strategic team helped them to tell their story while capturing the firm’s personality and voice. Polen’s dedication to continuous improvement and commitment to the people for whom they invest is their “why.” MBC captured that why with the core message of how the firm delivers for clients, investors, employees and community they serve by “going beyond” in all they do.
The new brand and PolenCapital.com launched in January 2020 and was awarded Asset Manager Website of the Year from Fund Intelligence Mutual Fund & ETF 2020 Awards, Gold for Finance Website from dotComm, Outstanding Website in Web Development from WebAwards, “Going Beyond” Website Redesign Award from Star Awards and Platinum for Branding Refresh from MarCom. The firm also exhibited significant growth, topping $80 billion in assets in 2022.
