/brand/Chartered Finance Management

Expertise with a soul

Chartered Finance Management (CFM) is a boutique investment banking firm. Its solution-oriented, thought-led approach is appreciated by clients, making the Company a leader in its specific domain. CFM needed a brand articulation that reflected this expertise. A brand that was original, yet human.

Positioning the company

Defining DNA

The first important intervention was to revisit the positioning and make it more DNA-defining instead of service-oriented. ‘Think Trust’ was thus born as a combination of the two facets that defined CFM – Thought Leadership and Trust.

Building the Identity

We looked deeper into the organisation and found that the management had a deep philanthropic interest in helping the visually impaired. This was our cue to base the identity on Braille, to highlight both – corporate responsibility and client confidence.

The identity, built on the Braille alphabet

What trust looks like

The identity design was based on a practical application of the braille dots, representing CFM, expressed in standout colours. The brand typography was kept elegant and modern, to add a touch of style, but retain the solidity of the brand promise. The image bank was carefully curated using extreme close-ups of objects that represented thought and trust in varied forms and colourised to integrate with the design idea.

Corporate stationery

The design system was rolled out across multiple applications including the corporate profile, services brochure, website and other collateral. The organic nature of the brand also allows it to be applicable to other businesses of CFM, such as Asset Reconstruction.

Impactful, cohesive promotional material

CFM brand launch film

“Our redesigned brand identity is an accurate representation of who we are and where we are headed. AICL understood our business and aspirations, and delivered a solution that our stakeholders are appreciating. It really helped to have a partner with a flexible approach and deep expertise for our rebranding.”

Omprakash Porwal, Director, Chartered Finance Management