Capital Doesn’t Guarantee Results

Spotlight on our work with Kian Capital

Building a Brand Worthy of a Great Investment Firm // Kian Hires MiddleM Creative

Kian Capital — a middle-market private investment firm with over $425 million of capital under management — is known for creating genuine partnerships, operating with integrity and providing value beyond just capital. The team felt their approach separated them from the rest, but this message wasn’t being conveyed properly.

They desired a stronger brand presence with updated messaging and a new look to better represent who they are as a firm…it was time for a brand refresh. Knowing they needed marketing professionals that truly understood the nuances of the space, they hired MiddleM to lead them through the journey.

Finding Kian’s Why // Fundamental Research with a Brand 360°

We recommended enhancing Kian’s brand awareness and strength of position in the market by defining a brand strategy through an extensive Brand 360° research project.

Our team launched an in-depth analysis involving over 30 one-on-one external interviews, a comprehensive team survey and independent research. We presented the firm with an over 70-page report that uncovered information about the current brand and its overall market perception while providing actionable recommendations to authentically engage Kian’s key constituencies.

Exploration of a Brand // How to Position Kian’s Elements of Differentiation

Through this extensive proprietary research, analysis and dialogue, we began exploring brand concepts with the goal of communicating Kian’s elements of differentiation to be memorable and unique.

After presenting ideas to the team, we organized Kian’s new identity around the distinct tagline: “Capital doesn’t guarantee results…it takes the right partner to ignite growth and build enduring value”. This compelling fusion of partnership and energy reflects confidence and when paired with approachable colors, photography and design elements, provides a nice balance.

Putting the Pieces Together // Execution

We then developed a robust rebranding strategy that included an improved, more authentic story along with an updated logo, color scheme, new brand assets and a more intuitive and appealing website.

The custom-designed, mobile-friendly website solidified the firm’s key messaging of genuine partnership via elements such as the unique, yet easy-to-use navigation bar and big, bold imagery.

The Results // Enhancing Business Development

Deal sourcing is critical for private equity firms, especially in the lower to middle market. By harnessing the new assets and materials to better align with Kian’s true purpose and value, the team was able to better tell its story. Kian is now in a stronger position to build trust and fulfill their goal of creating genuine partnerships with their current and future partners.