Greenpoint Capital

Firedog was briefed on taking what existed as a basic start-up brand and in turn gear it for an international audience. Greenpoint has grown rapidly and the brand needed to match both their greater skill and unique offering. Whilst Greenpoint Capital (GPC) are specialists in the local South African market, more and more international investors are looking to alternative asset classes for dynamic growth and diversification. Greenpoint act as local experts in the sub-Saharan Private Credit market.

The previous brand relied to heavily on the acronym of GPC which gets lost in the broader context. We pivoted on to the Greenpoint name and thus built a brand name far easier to remember and recall. Greenpoint comes from the firm’s origins, being the location of their very first office in a sun-kissed neighbourhood in Cape Town’s Atlantic seaboard. We studied the history of the region to see where we could extract a positive associated value. The suburb is guarded by well known Lion’s Head – a key landmark for both locals and travellers. We wanted to use the mountain icon but in a far less obvious (and how very financial services) way. We introduced the proposition of “Point” being a directional and upward moving device. Then we combined the idea of a peak together with a compass marker in a new and interesting way. We created a complimentary colour palette based on the Sea and Mountains – Thus, a range of greens and moody deep blues.

The new brand represents a far bolder image and now represents the firms ten year track record. It’s strength and impact empowers Greenpoint Capital’s ownership of the Private Credit category. The focussed investment class positioning enables the business to cut through a crowded marketplace ensuring strong recall in the mind of the potential investor and management company.