Even with some of the branding elements in place, a more compelling story still needed to be told. For Polar Asset Management Partners, the polar bear icon had so much more to offer.
The polar bear is the undisputed ruler of the north – strong, confident, and well-adapted to the harsh environment in which it flourishes. To anyone who has ventured into their territory, polar bears are respected adversaries.
Crafting the story
These qualities made the polar bear a perfect icon for Polar Asset Management Partners. Like the majestic bear, Polar has long dominated the harsh hedge fund landscape in Canada. Over their 25-year history, the firm has continually adapted, thriving in an environment where others have struggled.
Yield conducted a complete GENESIS™ process using stakeholder research to articulate the value proposition and positioning for the brand so as to build more profoundly on the iconic story of the bear.
Building the brand
Armed with a more compelling brand story, Yield updated Polar’s name and identity, and re-architected their fund structure and nomenclature to better leverage the reputation of the firm. We then developed a complete creative platform that allowed Polar to communicate a stronger, more unified brand story to new and existing investors, both domestically and internationally.
Re-launching in November of 2015, the brand was rolled out through an extensive range of materials, ensuring that the brand was articulated consistently across every piece of brand communications – including:
- New website
- Direct Marketing package
- Pitch presentation
- Brand video
- Risk and fund decks
- Collateral materials
- Advertising & sponsorship materials.
Each piece works together to reinforce the larger brand story of strength and perseverance, adaptability and solidity.
