Chartwell Capital

A reformation of a local legacy

Chartwell Capital is an asset management company in Hong Kong that serves institutional clients, including endowment and pension funds, charitable foundations, family offices, and individuals.

The company commissioned Jimmy K.K. Lam of Studio Earth to refresh its image with a timeless, contemporary aesthetic. Chartwell Capital's new brand identity should also respect its cultural and familial roots.

Team

Jimmy K.K. Lam of Studio Earth on consultation, project management, visual identity, user experience, and interface design.

Stock Photos

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We adopted Signifier as Chartwell Capital's refreshed logotype, designed by Kris Sowersby of Klim Type Foundry.

Chartwell Capital was established in 2007 as a family office to explore investment opportunities in Asia. It has since evolved into an asset management company, utilising its local expertise to engage with companies and cultivate long-term client relationships.

A diagram of a Chartwell Capital's logo with clear space indicators.
A brand mark's safe space is crucial to its overall visual integrity when applied to respective brand touchpoints.
Chartwell Capital's logo in the gold, black, and white.
Gold, black, and white-coloured variations of the brand mark are applied across all brand touchpoints to achieve visual clarity.

We aim to convey Chartwell Capital as a dependable and sustainable company, so we have preserved elements of the original brand identity, such as the serif typeface and its primary colour. In addition, our design principles ensure clarity and legibility throughout all brand touchpoints.

Seven bars of colour and their opacity, from gold, teal, navy, burgundy, lime, blue, and orange in their various hues.
We selected a versatile colour palette of earth tones and vibrant accented colours to express the brand's venture into modernity.
The Signifier font's specimen in upper and lowercase.
Designed by Kris Sowersby, Signifier is a Brutalist response to 17th-century typefaces, which we applied to the brand's logotype.

In addition to the core colours of gold, black, and white, we have included teal, navy, and burgundy in its palette for application across touchpoints, such as the website and presentation slides.

Vibrant, accent colours such as lime, blue, and orange aim to emphasise crucial details in documents and reports while preserving Chartwell Capital's impression by drawing contrast with its core colours.

A demonstration of Chartwell Capital's information hierarchy with a heading, title, and body text.
To preserve the brand's visual consistency, typefaces, font sizes, and font weights must be applied across all application formats.
Three sentence structures that demonstrate the maximum length of a sentence when applied to various layouts.
We established three sentence structures that must be applied strictly across all formats to preserve optimal reading comfort.

We selected Signifier, designed by Kris Swoersby, as the brand's primary typeface. Our serif typeface is visually heavier, making it optimal for headings and standing out against neutral backgrounds.

We selected GT America as the system font, a sans-serif typeface with American Gothic and European Grotesque elements that contrast Signifier's functionality.

A collage of Chartwell Capital's brand guidelines.
A collage of Chartwell Capital's brand guidelines.
Four interfaces of the homepage, Chairman's message, About us, and Engagement from Chartwell Capital's website.

The Chartwell Capital project was led by Jimmy K.K. Lam of Studio Earth.

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