Duke Street is an independent private equity firm founded in 1988 as Hambro European Ventures. It was bought from Hambros in 1998 and changed its name to Duke Street Capital. As part of the recent rebrand, its name changed to Duke Street.
Target audience
Existing and potential investors as well as chief executives of companies.
Old brand identity
An abstract graphic of the acronym DSC (standing for Duke Street Capital), with a colour scheme of royal blue and yellow. There was no positioning or strapline – it said little about the brand’s expertise and didn’t capture the sophistication of the business, nor did it appeal to high net-worth entrepreneurs.
New brand identity
The resulting brand identity has a timeless elegance, combining highly-crafted typography, contemporary design and high quality photography to convey openness and simplicity.
When was the new brand launched?
Autumn 2008.
What is the ‘big idea’?
The new brand reflects the company’s open, no-nonsense approach that has been so successful in attracting businesses seeking investment. The identity is quietly confident, seeking to differentiate itself in an increasingly media-focused sector. Duke Street wanted to cut ties with the ruthless connotations of private equity firms and differentiate itself with a more open approach. It also wanted the feel of an aspirational brand – more top-end consumer than City – to appeal to an audience of high-achieving business leaders.
Biggest challenge
Private equity tends to be a closed world, with fairly bland and traditional branding. The agency wanted to ensure Duke Street had a clear proposition, appearing fresh and approachable.
Agencies involved
Salterbaxter was appointed to provide creative consultancy, brand positioning, design and implementation of the new identity and application to a website and other branded communications materials.
Timescale
Six months from second phase consultancy to launch.
What research was conducted?
Two phases of strategic consultancy were undertaken with partners and senior members of the Duke Street team, investment company CEOs, investment partners and other third parties. Results show that Duke Street’s business model is a key differentiator and well regarded. It was felt that improved communications were needed to maintain its high level of credibility.
Ongoing communications
Quarterly reports to investors, and an annual report, as well as regular updates to the corporate website with news, open and explanatory commentary on the private equity sector and videos from the Duke Street managing partners and investor-specific materials.
How is success being measured?
No formal process.
Client perspective
Paul Fletcher, head of communications at Duke Street, says, “Our new branding is timeless and sets us apart as the private equity house of choice for ambitious management teams. The branding elements have been simplified to convey our quiet confidence and open approach.”
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