Chartwell Capital

A visual reform for a legacy

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

The company commissioned us for a rebrand to recapture the impression of trustworthiness with a contemporary flair. Its refreshed brand identity should also respect its cultural and familial roots.

Team

Jimmy K.K Lam from Studio Earth on visual identity, user experience, and interface design

Stock photo credit

Aleksandar Pasaric, Jaimy de Hon, Rusland Bardash on Unsplash

Designed by Kris Sowersby, Signifier is a Brutalist response to 17th-century typefaces, which we applied to the brand’s logotype.

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 portfolio companies and cultivate long-term relationships with clients.

A diagram of a Chartwell Capital's logo with clear space indicators.
When applied to collaterals, a brand mark’s safe space is crucial to its overall visual integrity.
Chartwell Capital's logo in the gold, black, and white.
Gold, black, and white coloured variations of the brand mark are applied flexibly across all brand touchpoints to draw out optimal visual clarity.

We aim to convey Chartwell Capital as a consistent and sustainable company, so we conserved facets of the original brand identity, such as the serif typeface and its primary colour. In addition, our design principle ensures 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 represent the brand’s refreshed identity.
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 collaterals, such as the website and presentation slides.

Vibrant accented colours such as lime, blue, and orange aim to accentuate crucial details on 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 integrity, typefaces, font sizes, and font weights must be applied strictly in format.
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 in format to preserve optimal reading comfort.

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

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

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.
Back