Rebranding

Formed in 2014 with a view to specialising in the liquid alternatives market, Roxbury is an ambitious asset management business founded by some of the most experienced and well-respected figures in the industry.

Roxbury had already spent some time creating a logo, but, uncertain about the way it looked, asked us to help them rebrand, reposition and differentiate the business amongst their competitors.

Roxbury in Connecticut has ties to the founder’s background and is famed for its mining heritage – in fact, the granite found in the surrounding hills provided the building material for Grand Central Terminal in New York City. We took that as our inspiration, and by turning an abstracted ‘R’ for Roxbury on its side, created a mountainous logo that not only suggested a sense of place but also conveyed feelings of ascent, aspiration and achievement.

Hand-drawn, bespoke typography and silver foil blocking added a sense of exclusivity and value to the finished product.

What we did
Brand identity / Brand communications: Art direction