With an impressive real estate portfolio, Cain is the investment management firm of choice when it comes to building long-term value. But as the business looked to appeal to a greater number of investors, they needed to build a brand that felt expansive and ambitious to match. That’s where Wink came in.
Banking & Finance
Cain
Proving the value of acumen
Following deep immersion in the business (including audit, stakeholder interviews and research), we created a new positioning to set the tone for Cain’s future.
What Cain inherently understands is that true value creation exists beyond a spreadsheet. It comes from discerning thinking, relationship-building and a broader sense of taste. “The value of acumen” became a beacon for the business, capable of unifying teams and elevating Cain above the competition.
From this new positioning, we created a brand identity that more accurately reflected the sleek sophistication of the Cain brand. A wedge-serifed wordmark to represent acumen through sharp edges. Portraits to invite people into a natural but professional world, and demonstrate how it feels to work with the team. And a new brand device, comprised of sightlines, to signify Cain’s strategic mindset.
And in the ultimate display of confidence, Cain dropped ‘International’ from their name. A new chapter – and a single-minded investment in their new future.
Visualising success
Just like the acumen they’re known for, Cain’s brand is precise. Experience, skill and an incisive perspective is represented through sharp sightlines. Meanwhile, warm art direction emphasises the open optimism of the team. Together, they deliver a step-change that feels uniquely ‘Cain’.
Growing Cain’s digital assets
To bring the Cain brand into the real world, we overhauled their existing website. Showcasing a modular design that can flex with the business, the new site echoes the new brand – future-proofed and conceived for growth.
