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Private Credit Financial Branding

Greenpoint Capital

A bright and memorable financial brand identity for a Cape Town based investment management firm.

Greenpoint Capital is a specialist private credit investment management firm that has been providing credit led capital solutions to Southern African mid-market corporates for over a decade. Their purpose is to provide capital solutions for Southern African businesses whilst generating attractive risk adjusted returns for their clients. We delivered a brand refresh, supporting visual identity, new image language, business communications and a responsive web design utilising the Elementor on WP platform.

The logo combines a mountain peak with an upward directional arrow rendered as two overlapping planes.
The logo combines a mountain peak with an upward directional arrow rendered as two overlapping planes.

Gearing a start-up brand for a more powerful and recognisable image

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 logo can be used left aligned or centered and stacked as illustrated here.
The logo can be used left aligned or centered and stacked as illustrated here.

The point symbol represents a directional and upward moving device inspired by a mountain peak which watches over Cape Town.

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.

Four simple colour brand applications govern the usage of the logo.
Four simple colour brand applications govern the usage of the logo.
We built a simple image library which is used across the communications and builds consistency.
We built a simple image library which is used across the communications and builds consistency.
The PPT template follows the overall theme of the brand leveraging the contrast between dark and bright colours combined with clean lines and whitespace.
The PPT template follows the overall theme of the brand leveraging the contrast between dark and bright colours combined with clean lines and whitespace.

A far bolder image and a true representation of the brands credibility in a strategically placed asset class.

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.

Firedog creative delivered a fully responsive website utilising Elementor theme and page layout building software which sits upon the Wordpress platform. This allows the client and designer to simply add newly designed components to the site without the need to engage third-party developers.
Firedog creative delivered a fully responsive website utilising Elementor theme and page layout building software which sits upon the Wordpress platform. This allows the client and designer to simply add newly designed components to the site without the need to engage third-party developers.
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