ATYPICAL PARTNER. art direction

Atypical Partner is a financial holding company housing a portfolio of innovative asset managers and gives them access to forward thinking investors and entrepreneurs. Investment strategies include Three Hills Capital Partners, THe IMPACT, PallMall Legacy and Sinclair Capital.

CHALLENGE

Atypical Partner has been established as umbrella company for a range of investment brands for several years, benefitting especially from the legacy of Three Hills Capital Partners. The challenge was to create a bolder, more unique voice and space for the Atypical brand by expanding on the brand ethos. This also included to strategically differentiate the brand from industry competitors, showcasing the atypical brand aspects, while developing a digital first approach for a new investment platform.

GOALS

• Develop the brand organically to the next level. 

• Bring the investment world closer to the audience. 

• Solve with digital first approach for digital investment platform.

STRATEGY & CONCEPT

Within our tight knit internal team, we developed and executed a new Art Direction for Atypical, which expanded the previously existing brand identity. With the aid of an external verbal strategist, we developed a verbal strategy first build around the principle of bringing investment closer to the target audience.

Following the “invest closer” idea, we developed the overarching core concept of “breaking the frame”.  Inspired by PopArt, we created layered, hyperrealistic collage visuals in combination with a bright colour palette.

In addition to a three-day photo shoot which was utilised for asset creation, we also worked on typographic styles, animations and video editing to update reports, publications and assets across all brand touch points.

Full case study: https://www.jochenviegener.com/projects/atypical-partner-art-direction