Sable Capital

An investment firm that could not explain itself in one sentence. A positioning, a name kept on purpose, and an identity in gray and black.

Client
Sable Capital
Sector
Finance
Year
2018
Scope
Positioning, identity, report system
Duration
14 weeks
Sable 1
Fig. 01

Sable Capital had a good record and a poor story. Every partner described the firm differently, and the identity was a wordmark set in whatever the last designer had installed.

What we did. Positioning workshops with all six partners, ending in one sentence every one of them could say. A naming round that concluded the name should stay, shown in full so the decision was a decision. A mark of a diagonal slash inside a square, in slate gray and black, with a report format and a business card set built on the same grid as the firm's own investment memos.

What it changed. The firm's annual letter, its site and its pitch deck now say the same sentence. The partners' assistants produce every report from the templates without a designer.

Sable 2
Fig. 02 Report cover and business card set
Sable 3
Fig. 03 Folder and envelope with the printed spine
Sable 4
Fig. 04 The guidelines open at the report grid