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WE OPPOSE INERTIA
YOUR PARTER NOT YOUR MANAGER
London & Capital was born from an entrepreneurial mind and pioneering spirit. Retaining many of their clients since opening in 1986, they have managed over $4.4bn of discretionary assets and continue to grow.
THE CHALLENGE
When London and Capital came to us, they had gone through a 6-month branding exercise, their outcome was “Defying convention”, using symbols like shielded snails to represent protected money and eagles with massive wings to represent growth. Was this the right way to represent the brand’s human approach and most importantly expertise… professional or gimmicky? We needed a brand that showcased them as heavyweights in the sector, but with the human warmth they demonstrate to all their clients.
WHAT WE QUESTIONNED
We questioned what does defying convention mean? How does this demonstrate your personal approach? How can this be reflected in the everyday spirit of your company? How can we express your expert knowledge and your human approach in a better way, driving L&C as leaders in the industry.
THE OUTCOME
London and Capital; Guardians who Guide. Wealth managers who listen, who protect and who guide. Our repositioning affirmed the key values of transparency, respect and empathy and the design execution reinforced this through a sophisticated, restrained approach, allowing the content to take centre stage. We worked with the foundry Dinamo to create a custom ampersand unique to L&C, giving them the ability to extend their personality and provide another visual cue beyond their full logo.
“0120 made things simple, not the 6 month, 200-page strategy document with words for the sake of words. They understood what we did, the values that we wanted to transmit and created a beautiful identity rooted in this rationale. It worked.”
VICTORIAL CARROLL
Marketing Manager, London & Capital
WHAT WE DID
Brand Strategy
Brand Identity
Interior Consultation
Brand Activation
Art direction
Website design and development
Print collateral design
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