Brand naming + tagline: Ceres Capital
When your brand isn’t connecting with your audience they way you’d hope, it’s worth considering a rebrand. Rumbot worked with Perceptive Marketing to help rename this brand to better capture its backstory, evoke a stronger feeling, and align with its people and purpose.
Background
Ceres identifies and executes Strategic Opportunities across land, capital and corporate turnaround portfolios. Where others see complexity and uncertainty, Ceres reveals value in its clients’ assets.
The brief:
Get:
Sophisticated or wholesale investors
High net worth, family offices and institutional investors
Busy people who don’t have the time to actively manage all of their interests
Land owners and developers
To feel that:
Ceres thinks outside the box, with clarity, strategy and passion
Ceres is trustworthy, credible, capable and successful.
By:
Exploring the suitability of name (Ceres vs Ceres Capital or other iteration)
Exploring suitable slogans or positioning lines
In this Tone of Voice:
Something different and fresh in the investment category
Part 1: The name
After presenting a shortlist of naming options, the client settled on Harvis.
Here’s how it turned out with visual branding applied:
The rationale
With the team’s rural background, Harvis was created as an invented + abstract name reminiscent of:
‘Harvest’, the process or period of collecting a natural resource in order to use it effectively.
‘Harvard’, the prestigious, college renowned for innovation, wealth and success
It has the double benefit of sounding strong and contemporary, while also suggesting an ability to use wealth wisely to generate effective outcomes. The name lends itself to exploring narratives around the ‘complex’ issues surrounding capital, and the need for HARVIS to study the environment, then dig deeper to pinpoint and harvest exceptional investment opportunities.
Part 2: The tagline
The second half of the brief involved capturing the ‘essence’ of the brand in a short, memorable tagline that positioned the Harvis as the catalyst for accumulating wealth.
The chosen tagline:
Harness abundance
The rationale
Harness - control and make use of (natural resources), especially to produce energy.
Abundance - an extremely plentiful or oversufficient quantity or supply.
Abundance is all around us – you just need the tools and knowledge to harness its full potential. This tagline is extremely positive and optimistic that suggests wealth, prosperity and taking control. It also suggests Harvis is not overawed by complexity, spreading the net wide and welcoming the challenge of using the environment to its advantage. Memorability is enhanced, thanks to its neat alliteration with Harvis.
Harvis. Harness abundance.
With a successful rebrand completed, the company set the foundations to build a new website with key messages that speak to the heart of the targets they are trying to attract.