Rebranding a pioneer

Modernizing a global alternative asset manager

  • Repositioned brand and developed a comprehensive messaging platform
  • Created a new, modern identity and bold brand design system
  • Planned, designed, and developed a new comprehensive website
  • Orchestrated, created, and designed a multi-day internal launch event for employees and investors

Arcapita is an alternative asset management firm focusing on private equity and real estate with global offices in Atlanta, Bahrain, London, Riyadh, and Singapore. A diverse portfolio along with a renewed business vision highlighted the need for a brand refresh. The partners at MBLM originally branded Arcapita nearly 20 years prior and worked with many of the same executive team to update the brand in 2022.

After an extensive assessment phase, MBLM first created a purpose-driven brand promise centering on the firm’s positive outlook and foundation of integrity. The team created a mission, values, and messaging to further define the brand and establish a unique voice in the marketplace.

A new brand identity that combined some legacy elements with a new modern look was developed, forming a unique, modern word mark. The design system created further dimensioned elements of the brand promise through imagery, secondary graphics, color, iconography, and typography that visually showcased how Arcapita operates in a transparent and responsible manner. The dynamic design motif amplified by a unique color palette is supported by minimalistic accents to distinguish Arcapita’s visual identity from competitors.

MBLM planned, developed, and designed a comprehensive website, translating Arcapita’s pioneering philosophy into page layouts and easy navigation through a design-forward approach. MBLM created an innovative best-in-class user interface that accommodated diverse global audiences with regional variations. 

To celebrate this momentous occasion, and to rally the firm, its employees, and its stakeholders around the new brand, MBLM conceptualized, planned, and executed a global brand launch sequence. The internal brand launch campaign concept, “A Brand New Day,” focused on an exciting journey with new opportunities, possibilities, and horizons. Through a series of curated immersive experiences, the team took the internal team through the rebranding process with interactive tools, group activities, and training. MBLM created employee kits to be used as an orientation gift, acknowledging their vital role in Arcapita’s transformation.

To extend the experience to external stakeholders, MBLM orchestrated and designed The Investor’s Majlis, the first event for investors since the pandemic. The Investors Majlis featured a future-based theme with keynote expert speakers who addressed the future of investments with technology. The event showcased the new brand and provided a platform for Arcapita to update vital stakeholders on the future of its business, new products, and offerings.

The brand launched to strong investor enthusiasm including new investor interest as well as greater internal engagement. The Executive Client Committee was delighted with the work, noting, “The new brand has a minimalist, modern direction that we needed. The ability of one firm to do this significant scope of work, with such a high level of quality, in record time is extremely impressive.”

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