Dunham Funds
1. Discovery
A communications audit revealed that this firm was mired with a complex system of redundant printed collateral. The benefits of their family of funds were not being clearly communicated. Overused imagery, complicated charts and a copy-heavy approach made their materials uninviting.
2. Strategy
We branded this 20-year-old financial services firm around its successful core products — a family of mutual funds with performance-based advisory fees.
3. Execution
For this San Diego based company with a performance story to tell, we built a brand around the elite sport of sailboat racing as a powerful metaphor. We designed a new logo and a comprehensive sales and information package that includes brochures for both investors and financial advisors. The racing spinnaker motif of the logo suggests the “D” of Dunham and becomes an ownable design element.
4. Evaluation
A company with a distinguished record of accomplishment is making waves with a brand makeover that is more focused and exciting.