Case Study: PineBridge achieves a sharper, more dynamic brand identity with Living Group

PineBridge revitalizes its brand with Living Group using a four-tenet identity system

PineBridge Investments, a private global asset manager, had experienced significant growth but found that its existing brand identity no longer reflected its sharp, focused, and dynamic qualities. Their challenge was to create a more intelligent and compelling visual identity that would better communicate their distinguishing attributes of active, high-conviction investing. To address this, they engaged the vendor Living Group for a rebranding service.

Living Group conducted a discovery process with PineBridge's global stakeholders, which led to the creation of a new guiding principle: "Seeing value where others cannot." This principle became the foundation for a fresh visual identity, inspired by sonar dynamics and featuring a system of interlocking rings. The solution revitalized the brand with an energetic color palette, a flexible graphic system, and a new photographic style. The result was a more distinctive and compelling brand that accurately reflected the company's analytical and nimble approach.

PineBridge Investments