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Portfolio 21


A total brand transformation enables a pioneering asset manager to definitively stake its claim as a leader in environmental, social and governance (ESG) investing.

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Portfolio 21


A total brand transformation enables a pioneering asset manager to definitively stake its claim as a leader in environmental, social and governance (ESG) investing.

Challenge

To claim and affirm its position as the leader in the crowded market of sustainable investing — and to drive growth.

Opportunity

To keep it simple and make it bold: We used powerful imagery and language that breaks through financial industry clutter and invites conversations. 

Exponent

The new brand gave the company the edge it needed — driving growth and ultimately positioned the firm for an attractive merger. 

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The Challenge


The Challenge


The Challenge

With the popularity of sustainable investing rapidly increasing, more and more asset managers were jumping on the bandwagon—entering the market with new products and strategies that took advantage of the hype. In this crowded market, ESG investing pioneer Portfolio 21 wanted to cut through the noise and hype, be noticed among a sea of competitors, and claim its well-earned leadership role in the sustainable investments space. 

The Opportunity


The Opportunity


The Opportunity

Distancing Portfolio 21’s brand from the soft look and feel of other firms in the space, we used dramatic aerial photography as a visual metaphor for the company’s long view and historical commitment to the environment. Our messaging focused on a straightforward, authoritative language and bold typography that firmly articulated the company’s leadership position. Our work transformed Portfolio 21’s brand—creating a fresh identity and bold look that was carried across its website, thought leadership, event materials and other collateral. 

The Exponent


The Exponent


The Exponent

Once the brand launched, Portfolio 21 embraced it. It confidently took its place among an elite class of sustainable investments and grew its assets under management.

Getting noticed ultimately led to its very advantageous sale to Trillium Asset Management, which has led to expand its sustainable investing reach to new clients. 


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