Rebranding an Active, Systematic Investment Manager
Distinct Visual Language and Graphics

Challenge

Kensington Asset Management, a boutique rules-based tactical investment manager specializing in quantitative, systematic strategies, needed to elevate their brand presence to match their sophisticated investment approach. The firm came to MBC Strategic for a brand refresh, including a refined logo, modernized color palette, materials, updated messaging and a completely reimagined website that would effectively communicate their investment philosophy. The challenge was to create a distinctive visual identity that would stand out, while showcasing the modernity of a quantitative investment firm across mutual funds, ETFs and SMA strategies.

Strategy

Our comprehensive strategy focused on creating a brand identity that balanced sophistication with accessibility. We implemented a distinctive color palette dominated by dark and vibrant blue tones to create a strong and memorable visual identity while reinforcing the systematic, analytical nature of their investment approach. Rather than relying on conventional stock photography, we developed a distinctive system of custom geometric graphics and data visualizations that function as a unique visual language across the site and materials.

To support this strategy, we coupled the design with an approach to messaging that speaks directly to the unique advantages of rules-based tactical management, highlighting Kensington’s expertise in systematic risk management and tactical asset allocation. The website also incorporated a customized data management structure that made it simple and user-friendly for both automated performance data feeds and fund and SMA portfolio information to be updated and managed seamlessly.

results

The comprehensive rebrand and website development for Kensington Asset Management launched in early 2025. The new visual identity and website successfully positioned the asset management firm as a sophisticated but approachable leader in the rules-based tactical investment space. The redesigned website now effectively showcases Kensington’s quantitative investment methodology with improved user engagement and navigation, making complex strategies more accessible to both advisors and potential investors.