REBRANDING THE PRIVATE EQUITY QUALITY LEADER
Since its start in 2012, Astorius has established itself as the premier address for private equity investments in Germany. After years of continuous growth and successful investments, the company realized that it needed to review its existing corporate identity. The intention was to communicate even more clearly in an increasingly dynamic market environment. After a multi-stage screening of the market, GABC was commissioned with the refinement of the brand strategy and the evolution of the corporate identity.
Astorius is a leading provider of private equity investments for private individuals, family offices, foundations and institutional investors. The company specializes in diversified access to mid-cap companies in Europe and the US with a minimum investment of EUR 200,000.
Astorius' investment approach is based on the extensive professional experience of its team as private equity managers and investment analysts. Thanks to this expertise, an analysis and screening process has been developed, with which Astorius is now considered one of the most sophisticated investors in the private equity market.
Astorius currently manages client assets of EUR 900 million. To date, the company has launched five funds of funds focused on the European Mid-Cap market and two funds of funds focused on the U.S. Mid-Cap market.
Corporate Design System
Brand Activation & Experience
Brand Implementation & Rollout
"With the renewed brand appearance, we have made a great leap forward. Our customers and visitors get a clearer impression of our values, of us as people and as a company."
Astorius impresses right away with the strong and steady performance of its funds. Looking closer, it becomes clear that this performance is largely the result of an outstanding focus on quality in fund selection compared to the rest of the industry.
Where new competitors are increasingly focused on rapid growth and the scalability of depersonalized platforms, Astorius continues to score high on the experience and accuracy of its people. This human difference is what distinguishes the quality leader and should be a strong signal to both clients and talent.
"Over the past nine years, Astorius has evolved from a highly promising private equity startup to the established quality leader in Germany. We are proud to have supported the brand in this process of change and to have jointly set the course for future growth."
The visual identity of the brand was significantly refined. Based on a sharpened brand positioning, Astorius presents itself as a quality leader with new momentum and radiance. The aim was to underline the confidence of the successful company with a clear, powerful and agile design that stands out uniquely from the competition. The basis of the new corporate design is the animated multidimensional signet.
The emphasis on personal advising, a partner approach and a commitment to customer dialog is reflected in the approachable, authentic imagery: The visual presence of the protagonists is characteristical for the approach. In the development of the strong and engaging brand identity, special emphasis was given to ensuring consistency across media, events, and channels.
"Throughout the rebranding process, we focused primarily on Astorius' dual role as an internationally successful private equity player and as a reliable partner to its own investors. We emphasize this multidimensionality of the brand with the use of the three-dimensional signet, a new, strong color palette and the visual presence of the protagonists in personal images."
With the successful brand relaunch, the presence of Astorius has changed from an established private equity boutique to a confident quality leader.
The bold brand identity, which is strongly geared to digital channels, communicates the momentum and appeal of the investment opportunities with Astorius. The deliberate emphasis on individuals inspires confidence in those responsible and is also an act of appreciation for current and future talent.