How we helped

RJD Partners is a private equity investor focused on the UK service and leisure sectors. Its management team wanted to differentiate the firm from competitors by developing a brand reflective of the natural strengths and culture of the business.

Through a series of interviews with RJD, their portfolio companies and advisors, we discovered a people focused, collaborative and forward looking culture that appealed greatly to owner entrepreneurs and family-owned businesses.

The firm’s size also allowed it to operate short decision lines and deliver a responsive, personal service – again appealing to owner-managed businesses.

To visualise these traits we developed a brand using warm, approachable colours and simple, light-hearted illustrations. To further reinforce the brand positioning we wrote a series of ‘RJD facts’ and ‘why choose us’ messages for use across key communications such as the website.

What we did
– Brand strategy and identity
– Top-level copy
– Art direction
– Illustration
– Website design
– Website build and CMS
– Marketing collateral