The founders have a long history of venture funding and the company’s reputation is strongly tied to the key individuals’ competence and track record.
In an unusually conservative field, the MB brand needed an update. The key stakeholders are the companies, such as pension funds, that invest in MB operated funds and the target companies where MB invests. The new identity should respect the history of the company, highlight their strengths and build a long-lasting brand image.
We worked closely with the partners of MB Funds to create the new brand identity, imagery and website. Considering MB’s unique, 100% success rate in their field, their brand promise became “The shareholder value professional” (Arvonnousun ammattilainen).
The new identity positions MB as a modern classic and symbolizes the continuation of the story. A dash in the materials signifies new cases, content and people that continue the story of MB Funds success. Their reputation is impeccable and the design supports this by being high quality, confident and timeless.
Visual imagery was created to reflect the strong belief MB Funds has in their target companies. The companies were made the heroes of the images in portraying their soul and core in a modern and personal way. All imagery was designed with cross-media usability in mind.
The website was built to showcase MB Funds’ success stories and create an atmosphere of trust and quality.