Creating an identity for a new business venture is always an exciting challenge – there’s no precedent, no established point of reference. As a result, the creative brief tends to be relatively loose.
Felix&Friends was invited to develop a new identity for GMF Capital, the investment fund set up by an ex-Glencore boss.
Developed by Felix&Friends, the brief for GMF Capital’s new identity was to create a typographic marque which was highly distinctive and had the feel of ‘hard luxury’. The CEO’s personal brand is inextricably linked with that of the company, so the identity needed to leverage his reputation without being overtly personal.
We were very lucky to have an engaged client with a sophisticated design sense, who from the outset wanted to push the expectations of what a company like his should look like in 2015.
Design like this is not expected within the private equity sphere and we hope this is a big step in the right direction for this sector, with GMF Capital leading the way.