A communications audit revealed this San Diego based firm was mired with a complex system of redundant, uninviting printed collateral. The benefits of their family of funds were not being communicated clearly.
We branded this 20-year-old financial services firm around its successful core products—a family of mutual funds with performance-based advisory fees. We built the brand around the elite sport of sailboat racing to play as a powerful metaphor for performance.
A new logo was designed to complement a more focused comprehensive sales and information package, including brochures for both investors and financial advisors. The racing spinnaker motif of the logo suggests the "D" of Dunham and becomes an ownable design element.