Following its strategic acquisition of the successful hedge fund Bybrook, Cairn Capital called on us to rename and rebrand their £14bn AUM business.

The project was particularly interesting because, on the surface, the two teams had very different approaches and styles. Working with the founders and C-suite to establish their attributes and values, we discovered the unifying one: a vigorous intellect and a reputation across the industry for deep knowledge.

We looked at over 250 names before settling on Polus. In Greek mythology, Polus was one of the four Titans who held up the corners of the world, the pillar of the North, and the Titan of intellect and rational thought. But how could we express that in a modern way?

We considered many options, and the best was an abstract interpretation of Rodin's 'The Thinker'. The resulting brandmark is layered with meaning while remaining sophisticated and modern.

Polus have been delighted with the new identity, the website and all the other collateral we produced.

This year they moved into a stunning new London office, and tasked us with all the brand manifestations. We worked to tight deadlines and coordinated with the client and the install team to make sure everything was perfect before moving day.