Building
a new
standard
Creating value from complexity
The Challenge
York Capital, a prestigious global alternative investment firm with a 30-year legacy, faced a disconnect between its storied reputation and its fragmented, dated brand identity. The existing design language failed to reflect the firm’s evolution — its global reach, modern investment strategies, and forward-thinking leadership. Internally and externally, the brand lacked cohesion, leading to inconsistencies across touchpoints and diluted impact.
The Insight
Drawing from deep client interviews and stakeholder workshops, three core insights emerged:
Strong tradition, modern mindset
York’s enduring strength needed to be balanced with a fresh, forward-facing narrative that signals agility and innovation.
Visual clarity for complex strategies
A clear and elegant design system was critical to communicate sophisticated financial strategies with confidence and ease.
A symbol of value and permanence
The Solidus — an ancient Roman coin of near-pure gold — emerged as the metaphorical and visual centerpiece, representing enduring value and excellence.
The Solution
As Creative Director, taking the strategy in hand, I led the complete rebrand of York Capital from logo to design system to execution. Inspired by the Solidus, the new visual identity is both iconic and understated — modern yet steeped in meaning. I designed a modular design system that scales across all communications, from internal presentations to investor materials and public-facing media. • Developed the full masterbrand and style guide, including typography, colour palette, iconography, and data visualization templates. • Introduced a clean, modern typographic system centered on Montserrat and Amiri to balance innovation and gravitas. • Created a visual metaphor — the upward-tilted Solidus — to embody forward momentum and investment excellence. • Oversaw the implementation across all brand channels, including the York website, investor decks, and internal communications.
