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CASE STUDY: Duke Street rebrand

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.