Case Studies

Private equity branding created for MML Capital

Firedog has created a full brand identity for partnership capital focussed investment firm, MML. The rebrand reflects a revised strategic positioning of tailored investments: Perfectly fitting people, their unique businesses and personal aspirations

The MML logotype contains adjoining planes built in a custom pattern – which supports the Tailored Investments proposition.

We provided brand positioning consultancy through a strategic framework. This informed messaging and copy content as well as an overall visual direction. We then provided a new boutique financial brand identity with a striking visual language. This then built out into a comprehensive website and communications platform.

Home page of the MML Capital Website

We learnt through early client engagement that partnership capital is crucial to the entire MML proposition. What does this term mean? It means investing in partnership with portfolio company management teams to deliver bold and dynamic growth plans. It is a noble Private Equity branding position – Working in collaboration, rather than having any authoritarian and preconceived ideas of how to create equity.

The website is built for all viewports and devices

We created a comprehensive corporate website which contains a far greater introduction to the business for potential clients and investors. The site contains case studies of all the portfolio companies in which MML invests. A news section contains 140 articles from over the past few decades. This content provides a detailed history of the invested businesses.

The site focuses on the use of portraiture and interviews with both staff and company management teams. The imagery shows the MML working environment. The interviews are a reflection of the relationships across the businesses’ relationships.

We have supported the online channel with an extensive brand support package: Stationery, Digital Templates for Office, Social media skins, and a custom illustration toolkit. The illustrations are linear detailed vignettes which support copy around process, experience and track record.


Firedog has a great deal of experience in creating a brand and visual identity and expanding this into digital experience design. We also have a real understanding of boutique financial services design, communications and branding.

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