Since its founding in 1984, Bain Capital has applied a unique combination of insight and experience to build one of the world’s leading private multi-asset investment firms. Over time, Bain Capital has organically expanded its platform to include numerous asset classes while also establishing a significant global presence.
In light of its accomplishments, firm leadership realized a need to formally define a brand strategy — one that could powerfully articulate the values at the core of the firm’s success and also serve as a uniting story for its businesses. Leadership understood the opportunity inherent in the brand and set out to strengthen it for greater business advantage.
Partnering with global creative consultancy Lippincott, a team from Bain Capital mapped out objectives and challenges and quickly turned an initial three-month architecture and positioning project into an 18-month collaboration that touched every dimension of the brand.
Uniting under a strong parent brand
Research with Bain Capital’s employees, external partners and investors revealed a clear and consistent thread: Virtually everyone associated with the firm recognized that culture was at the heart of what makes Bain Capital unique. Regardless of business, geography or tenure, the way the organization thinks, works and treats people is what makes it different. The insight underlying this finding was striking. Bain Capital’s brand was already embedded throughout the organization, but it had never been fully expressed.
A key recommendation was to unite all the independent business units under a new brand architecture that supports Bain Capital as the parent brand, unifying the firm under a shared expression, leveraging both the name and the stature of the firm.
Collaborating with internal teams, we created a new identity to unite the businesses through an ownable, shared symbol. Its connected forms speak to how Bain Capital pulls together the right people and pieces to make an impact. The forward-facing beam illuminates the way forward. Its colors celebrate the brand’s heritage, with a modernized blue and distinctive red that pay homage to the firm’s history. The new visual system integrates elements of the symbol to create a distinctive Bain Capital expression across print and digital channels.
The Lippincott team also worked hand in hand with the Bain Capital team to create a complete activation plan that culminated in a firm-wide Town Hall to launch the brand.
This successful collaboration yielded the creation of a refreshed parent brand with the flexibility to address individual audiences, capabilities and the unique characteristics of each Bain Capital business. In combination with a new brand architecture, logo, visual system and guidance, Lippincott helped bring to life a Bain Capital brand that expresses the firm’s stellar reputation and supports its continuing efforts always to create a lasting impact.
Identity Design, 2017
Enterprise Rebrand, 2018