Our starting point was to conduct a full audit and review of all brand use, along with all of the sales, marketing and investor relations (IR) collateral produced by Horseman. With a little analysis and insight we established a set of parameters for the refresh and its application.
We first turned our attention to the Horseman brand logo. The organisation was named after its founder, John Horseman, and the existing brand had been built around a chess analogy. This remained apt, sitting well with financial services, so there seemed little need to rethink the concept.
However, making a more explicit connection between the firm, the founder and the cerebral pursuit seemed a good direction for our refresh. In exploring this direction, we developed the logo to incorporate a knight symbol, to replace the previous chessboard icon.
Auditing the Horseman comms collateral, we recognised that the monthly commentary from Horseman’s fund managers is especially engaging. We saw this as forming the centre point for their IR comms. This highly individual commentary should be elevated to shape the brand personality of Horseman Capital.
The increased focus on growing the client list, and personality-led direction to their reporting, required a rethinking of the way the Horseman online presence worked.