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Client

Laminar Funds

Sector
Financial
Disciplines
Strategy
Design
Digital
Communication

Institutional and private investment without equal

Laminar Funds are an established and successful investment fund who offer investment opportunities to private clients and institutional investors. We were given the brand name Laminar (which means a ‘parallel flow of a gas or liquid, providing the greatest driving force’) and asked to create a new brand strategy and identity which would dramatise the outstanding returns they deliver to investors.

Visualising financial laminar.

The design of financial services brands, particularly those for institutional and private investment generally use conservative and predictable design solutions. Dark blue is commonplace along with symbolic clichés of stability. We saw an opportunity to create a solution which would dramatise the Laminar brand name and investor outcomes. The original logo attempted to evoke the meaning of laminar, but it did so literally (and actually visualised turbulence rather than laminar flow). We explored the science behind laminar flow to find ways of bringing it to life in the context of financial services. By reducing the graphic expression of laminar to its simplest symbolic form we are left with two parallel lines, more commonly known as an equals symbol - an appropriate device suggesting both financial outcomes and laminar flow.

Leading strategy by design.

Our thinking on laminar flow resulted in a new strategy Investment Without Equal. We brought this to life in a variety of ways with an equation style tag-line and a series of photographic illustrations combined with the new icon to illustrate investor benefits and punctuate key messages. We applied the brand across all marketing collateral and assets using a soft shade of blue which was more distinct from the navy colour seen amongst many competitor brands. Within 12 months of relaunch our work helped Laminar increase investments by 48% and triple the value of the fund. This achievement enabled our client-partner to ultimately exit the business via a management buyout.

Laminar Funds old branding and website design
Laminar Funds logo idea. Transforming Laminar
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More equal than others.

Laminar Funds institutional investment brand identity design - logo icon equals symbol - institutional investment prospectus brochure slip case cover
Laminar Funds institutional investment brand identity design - new horizontal logo equals symbol
Laminar Funds institutional investment brand identity design - logo icon equals symbol - office poster design highlighting corporate values and culture
Laminar Funds institutional investment brand identity design - logo icon equals symbol - briefcase being picked up by business person
Laminar Funds institutional investment brand identity design - logo icon equals symbol connecting the hands of business people about to shake
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Laminar Funds brochure spread, making investment deals you can trust
Laminar Funds institutional investment brand identity design - logo icon equals symbol - stationery design, letterhead, compliments slip and business cards
Laminar Funds institutional investment brand identity design - logo icon equals symbol - brochure design investor prospectus opportunity
Laminar Funds institutional investment brand identity design - logo icon equals symbol - brochure design investor prospectus - EDM electronic direct mail on iPad newsletter
Laminar Funds institutional investment brand identity design - logo icon equals symbol - brochure design investor prospectus - Q&A illustration, questions equals answers
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Propella created branding which was a perfect fit for our name and industry. We were blown away by their depth of thinking”

Cameron Rae
Executive Director
Laminar Funds
Laminar Funds institutional investment brand identity design - logo icon equals symbol - powerpoint design templates for presentations
Laminar Funds institutional investment brand identity design - logo icon equals symbol - stationery design of business cards
Laminar Funds institutional investment brand identity design - gatefold brochure
Laminar Funds info graphics
Laminar Funds institutional investment brand identity design - logo icon equals symbol - brochure design investor prospectus document folder
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