The German mid-cap investment firm Afinum has been shaping succession situations for SMEs for nearly two decades. With the nearing of their 20th anniversary, the necessity to transform their brand strategy and identity became apparent. The rebranding had to encompass their vision of putting people first as the most valuable asset of any company.
Facing ever-increasing competition for qualitative deal flow, Afinum appointed INTO Branding for a brand rejuvenation project. Our approach is rooted in the belief that a firm’s public presence is a tool to foster engagement with its audience and generates qualitative enquiries for investment opportunities and job candidates.
After conducting extensive research, we developed an overarching theme ‘Entrepreneurial Empathic’ and then established a design concept based on the principle values: respectful, strategic and far-sighted. A neutral colour palette with a pinch of recognisable and ownable yellow, coupled with neat, robust typography are the cornerstones of the chosen subtle but compelling identity.