Alliance Capital was a leading global investment management firm providing investment management services for many of the largest U.S. public and private employee benefit plans, foundations, public employee retirement funds, pension funds, endowments, banks, insurance companies and high-net-worth individuals worldwide. The company was also one of the largest mutual fund sponsors, with a diverse family of globally distributed mutual fund portfolios. Now merged with Sanford C. Bernstein & Co., LLC, the company now also provides in-depth research, portfolio strategy and trade execution to the institutional investment community. Together the two companies lacked a unified brand and message to the market.
To reflect their prominence and growth while signaling confidence and stability we counseled a new unified brand name bringing together the legacy and strength of each parent. We then created a new brand identity which effectively functions in 60 global markets on every continent from Asia to North America. Our complete identity package includes standards which address every aspect of communications from signage to collateral to the Web.
While minimal media investments have been made to launch the new brand the effect has been powerful. Awareness is tremendous and the reaction from investors and the media has been fully positive. The $ 700 Billion company now has a united and clear communications stance with a strong visual identity to support long-term growth.