Our financial services client Carne Group is Europe’s largest independent third-party management company, handling the behind-the-scenes “plumbing” that keep funds running correctly. We’ve been their brand agency partner since 2021, when we realigned their brand around their new digital vision.
Having built the industry’s most comprehensive digital platform, Carne looked hard at how far it should travel towards being a pure industry tech player. Our rebrand, which launched in 2022, was designed to reflect that possibility. The digitisation and centralisation of information were present in our core idea – Unity through simplicity – and in the visual identity, with its ‘line language’ – a clear visual metaphor for the movement of data.
Fast forward to 2024, seismic shifts in the industry in terms of attitudes to outsourcing led to a reframing of their corporate strategy, moving away from digital expansion to concentrate on the rapidly developing potential of their core offering, third-party management.
They asked us to recalibrate the brand to support this move away from tech to people. The central brand idea of ‘Unity through simplicity’ remained as relevant as ever in the evolution, but how it was expressed has undergone critical changes, because with third party management, expertise and service are critical, too. Opportunity and reliable partnership would be top of mind for potential new clients.
Our brand strategy touched upon several key areas:
Brand messaging
“We take care of the people who take care of money” was introduced as a key message to underline the quality of service and partnership that Carne offers.
Brand architecture
The three ‘service lines’ that were introduced as part of the 2022 rebrand (ManCo, Select, Unite) were reappraised and upgraded to reflect the evolving landscape, products and opportunities: Carne Unite became Carne Transform to clarify Carne’s offering to proprietary management companies. Carne ManCo became Carne Access, to help showcase the benefits of in-demand products such as private markets, as well as its management company offering.
Visual identity evolution
Carne’s offering still brings clients’ operations to a single place, using technology to do so. We extended the use of the line language to introduce a more human feel. The lines are now used much more often at scale, to frame imagery, offering a warmer and more personal feel.
Broadened colour palette
Aware of a risk-averse audience, the use of colour was carefully calibrated for the initial rebrand in 2022, balanced with mature, reassuring and responsible greys. The sense of responsibility remains, but the addition of extra colours and a relaxing of the rules in its use has added vibrancy and more flexibility to the brand.
Increase in use of people, images, and film
The brand now features many more Carne people, photographed naturally interacting in identifiable Carne branded settings and speaking candidly in videos. We captured motivated, engaged and articulate people loving what they do, sharing their expertise and looking after their clients’ best interests.
Website design
The website was updated with all of these messaging and design refinements in mind, including new content and functionality.
Following the launch of the evolved brand in January 2025, Carne achieved strong growth – by August, its client base had grown by 14.3%. The confidence of those clients to do further business also grew. During the same period the number of funds billed increased by an impressive 45%.
The rigour and strategic foresight behind our approach, combined with our deep understanding of this complex area of fund management, ensured that Carne’s original investment was protected when an evolution was needed. When the time came for their strategic pivot, the strong foundations established during the 2022 rebrand enabled them to evolve quickly and seamlessly to capitalise on emerging opportunities.
Today, Carne continues to deliver strong growth, reinforcing its position as an industry leader.
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Read the full case study: A brand befitting of the industry’s visionary leader.
