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Covariance


Positioning a little known but highly credentialed asset management firm in the OCIO market was a matter of defining performance.

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Covariance


Positioning a little known but highly credentialed asset management firm in the OCIO market was a matter of defining performance.

challenge

Help an OCIO firm go to market with the brevity that resonates with mission-driven organizations and a personality that expresses the firm’s independence.

Opportunity

Redefine OCIO partnership in a competitive institutional channel where assessing firms is like comparing apples and oranges.

exponent

OCIO prospects identified with a brand positioning that articulated performance across a broad spectrum of qualitative and quantitative factors.

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The Challenge


The Challenge


The Challenge

Covariance, an independent subsidiary of TIAA-CREF, assembled a star-studded team of professionals with front-line institutional experience and built the infrastructure necessary to act as a true outsourced CIO. After it proved its endowment-style investment strategies would help sustain the long-term financial objectives of non-profits, it was ready to launch nationally. But it wanted to make sure its brand had as much power as its offering.

The Opportunity


The Opportunity


The Opportunity

Carpenter Group analyzed the OCIO category and discovered a systemic challenge: OCIO providers had widely varying investment strategies and menus of services, and were difficult to compare. Non-profits, such as major endowments, were uncertain about what to expect from an OCIO partnership or its benefits. Viewing Covariance’s advantages and its comprehensive capabilities through this lens, we created a succinct and powerful positioning statement, “Performance inspired by purpose” which framed a new definition of an ideal OCIO partner and encapsulated the firm’s impressive proof points defined as “performance factors.”

Reinforcing Covariance’s positioning, its alternative-driven endowment management style and its confidence to lead the industry inspired us to create an illustrative yet intellectually rich visual platform, which was differentiating in its category and clearly signaled its independence.

The Exponent


The Exponent


The Exponent

Covariance’s brand platform provided exponential value to the firm by expanding the idea of “performance,” and offering performance excellence across client, prospect and employee audiences. By clearly positioning performance across the investment, operational, technical and service mandates of an OCIO, we were able to educate audiences about its benefits and promote Covariance's unique offer. 

Covariance quickly established its leadership in the crowded OCIO space. Upon launching the brand, it earned two major clients and was fast tracked to finals presentations with many new prospects. Following the launch, we created a new website for the firm to provide a consistent digital brand experience. 

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