Revitalizing a Specialized Small Cap Equity Management Brand
Brand, Website and Materials

Challenge

Conestoga Capital Advisors, a boutique investment manager specializing in micro, small- and mid-cap growth equities, needed to refresh their brand to better reflect their investment expertise and heritage. The firm engaged MBC Strategic to develop a comprehensive rebrand including a reimagined logo, refined messaging, thought capital, fact sheets, decks and a completely new website that would resonate with institutional investors and financial intermediaries.

Strategy

Our approach centered on creating a distinctive identity that celebrated Conestoga’s Pennsylvania roots while conveying their specialized investment philosophy. The logo redesign incorporated subtle and conceptual references to their heritage and the pathways and bridges important to the Pennsylvania region. We implemented a unique and approachable color palette that balanced tradition with contemporary elements to juxtapose an established presence and a forward-looking investment approach.

The website architecture was engineered to highlight their specific expertise in small cap growth investing, with intuitive navigation and clear articulation of their research-intensive process. A key innovation was the integration of both their mutual fund offerings and SMA strategies into a single, unified platform, creating a seamless experience for all investor types. Content was strategically developed to emphasize their disciplined approach to identifying quality growth companies with compelling long-term potential.

results

The comprehensive rebrand for Conestoga Capital launched in late 2024. The redesigned equity asset management website now effectively showcases their investment philosophy, team expertise, and long-term performance in an engaging, accessible format. The impact was immediately measurable, with page views increasing by 182% and users growing by over 200% in 2024 compared to the previous year. The improved information architecture has made it easier for investors to access relevant investment information and materials. This brand transformation has strengthened Conestoga’s competitive positioning and reinforced their reputation as a thoughtful, specialized investment manager with a focused approach.