Fairview Capital, a quietly influential investment management firm, approached its 30th year in need of a brand refresh. In 2021, society’s consciousness and discourse had intersected with Fairview’s long-held philosophy and practices.
Firm leaders observed that, in some ways, culture was catching up to Fairview. And they felt more and more that an understated posture wasn’t serving them.
Fairview Capital engaged Carr and Company to revisit its brand and clarify a path to greater relevance, more authentic expression, and stronger market presence.
Through deep listening with Fairview team members, we captured a set of core beliefs in a Brand Point of View. After interviews with stakeholders, we came away with confirmation of Fairview’s unique strengths and a sense of what matters to clients and industry gatekeepers. Then, we examined the competitive landscape and identified whitespace for Fairview to own. Finally, after articulating a sharpened positioning and crafting a set of core brand messages, we outlined several brand-building “missions” along with associated tactics.
The strategy phase of our work positioned Fairview for focused action in the near-term and established objectives for brand-building over the long-term. Following this phase, Carr and Company led Fairview through the process of partnering with Creative and Strategic Communications specialists to: craft a new visual identity and website, revamp one of its signature knowledge products, and gain a new level of exposure via earned media.
Fairview emerged from the collaboration with confidence and readiness to own, reframe, and express its brand.
The strategy phase of our work positioned Fairview for focused action in the near-term and established objectives for brand-building over the long-term. Following this phase, Carr and Company led Fairview through the process of partnering with Creative and Strategic Communications specialists to: craft a new visual identity and website, revamp one of its signature knowledge products, and gain a new level of exposure via earned media.
We partner with leaders who value brands as a force for growth and good.
More Work
