Private Equity Spin-off

When HSBC divested its private-equity/mezzanine capital units in several countries, the HSBC Capital management team in Canada came to us to name and help launch their new company.

Brand Creation / Environments / Naming / Website

Envisioning a Company

Guiding the process, we began with a full-day offsite envisioning session with the forty folks that would be parachuting out from HSBC’s mothership. After facilitating conversations and exercises to align on the new firm’s purpose, values and culture, we further conducted stakeholder interviews.

Naming Woes You Never Hear About

Settling on a name with so many new partners was not an easy feat. After several name generation considerations, the team was pleased with Fulcrum Capital Partners and the tag line: The Art of Smart Partnerships.

The Fulcrum team unveiled their new brand identity, communication materials and website at a prominent industry conference.

Branding an Office to Creatively Recognize the Heart of the Business

For Fulcrum’s new offices, we ideated and consulted on various ways to further visually express the brand and closely collaborated with interior design partner SSDG. The “Deal Wall” turned out to be the favourite among staff and clients. It celebrates recent deal closures by featuring the names of the new partner companies on bright red graphic logo elements mounted on the wall.