The Stockholm-based hedge fund had being going for 18 years, and having successfully navigated through challenging environments it now wanted to solidify its values and philosophy and to present them to the outside world, in the form of a stronger, more relevant and consistent brand.

We identified IPM’s key differentiating brand value as “openness” and built a whole story around it; starting with the new logotype (which uses transparency as its theme) and down to the smallest micro-interactions on the new website and videos.