About
Perpetual perfecting: when the name is the promise
Services: Strategic Brand Development, Brand Identity, BRAND GUIDELINES, Brand Communication, Brand Implementation, Corporate Publishing, Packaging, UX/UI Design, Motion Design, GRAPHIC DESIGN, Social Media, TEMPLATES
STATUS: Ongoing
STATUS: Ongoing
The creation of value over time drives investment companies and brand developers alike. Belonging to the latter category, we consider ourselves fortunate to be responsible for shaping the brand of financial services company Perpetual since 2020. As a family office, the company’s legacy stems from one of the most iconic watch brands of our time.
The name ‘Perpetual’ pays homage to the perpetual motion of the world’s first 360°-self-winding wristwatch. In the same spirit, Perpetual stands for a long-term investment approach that spans generations. This goes along with a care for this planet to remain a prosperous place. Thus, Perpetual’s name itself is a full-fledged brand promise which turns perpetuity into its design principle.
The name ‘Perpetual’ pays homage to the perpetual motion of the world’s first 360°-self-winding wristwatch. In the same spirit, Perpetual stands for a long-term investment approach that spans generations. This goes along with a care for this planet to remain a prosperous place. Thus, Perpetual’s name itself is a full-fledged brand promise which turns perpetuity into its design principle.
SIGNATURE PATTERN SYSTEM: ROOTED IN CONTINUITY
SUCCESS STORY BOX
From stealth mode to launch to continous expansion. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.
Brand in service of measured growth
Perpetual’s work began long before they made themselves known: fine-tuning their positioning and structures. Since then, customers have chosen them for their deeply rooted family values, their boutique excellence, and their strong legacy. This is mirrored in our branding work in direct service of Perpetual’s growth strategy.
When considering the larger context, the wealth management industry is fragmenting in multiple directions. Low-cost neo-brokers are entering even the private equity segment, established family offices are expanding to retail customers, and traditional banks are scrambling to compete with innovative wealth management approaches. In this landscape, there is significant business opportunity for refined models of bespoke services. Core to all our work is helping Perpetual leverage this positioning right in the sweet spot between progressiveness and heritage.
When considering the larger context, the wealth management industry is fragmenting in multiple directions. Low-cost neo-brokers are entering even the private equity segment, established family offices are expanding to retail customers, and traditional banks are scrambling to compete with innovative wealth management approaches. In this landscape, there is significant business opportunity for refined models of bespoke services. Core to all our work is helping Perpetual leverage this positioning right in the sweet spot between progressiveness and heritage.
Continuity multiplied by Spark
Primarily, Perpetual’s brand, like its services, relies on precision and system. Thus, the core of all communication is rigorous and systematic. Those qualities are the clockwork that runs the brand, if you will. However, such rigidity is a means, not an end in itself. It creates the foundation for moments of wit and surprise in both tone and visual identity. These elements, rarely found among family offices, distinguish Perpetual’s positioning.
Materializing the Numbers (Or Welcome to the family)
When numbers are your product and relationships their packaging, what counts is the quality of interactions. Perpetual goes to great lengths to translate its values into personalized gestures, events that showcase the growing community of employees, partners, and investors, and meaningful objects that can be shared on any given occasion. The spectrum ranges from signature pralines and handcrafted bespoke Christmas decorations to specially brewed beer, event series hosted at the in-house bar and at pop-up locations across the country, small give-aways (such as three-dimensional fund stickers), and regularly publishing a printed magazine — just to start this list.
How print creates proximity
Communication with an expiry date cannot be Perpetual. To foster a sense of belonging among a growing community of partners and stakeholders, the company regularly publishes its high-end print magazine, the Bulletin. With its ever-increasing run of copies and primarily timeless content, the magazine ensures that everyone close to Perpetual is literally on the same page when it comes to the company’s thinking and culture.
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Dr. Moritz Kübel, Geschäftsführer, PERPETUAL
Recurring Digital Touchpoints: Social Media & Invitations
Diverse Media
“It is one thing to create a firework once; it is another to keep the firework going in a way that keeps one’s interest. If brand is to support growth, continuity at these heights is key. Perpetual not only demands exactly this but also creates the conditions for it to happen: the definition of a creative partnership.”
Romas Stukenberg, Partner, NAMENAME Creative Partners
Investing in Personality
Each of Perpetual’s individual funds has been equipped with a dedicated emoji icon, all reminiscent of collectors’ nicknames from the watches that established the family legacy. HU1K can be found as well as B4TM4N and a few others. Playful elements such as the emojis are juxtaposed with stringent repetition as a metaphor for reliability and permanence. It is the fine balance between continuity and spark that brings clarity to Perpetual’s value proposition. In the combination of repetition and edge lies the sweet spot for timelessness to never go out of date.
“Since 2020, we have been continuously working to elevate a distinctive entrepreneurial identity into an ever more excellent brand. Despite, or perhaps precisely because of, the creative friction involved, this has been an enriching endeavor for all the diverse specialists and crafts we have the privilege to coordinate as Creative Directors.”
Steffen Vogt, Partner, NAMENAME Creative Partners
Presentations and Powerpoint-Templates
“Whether it’s quick operational execution, organizing new initiatives conceptually, or tackling strategic questions — NAMENAME supports me like a team of colleagues: with strategy, implementation power, and coordination across all disciplines.”
Christina Angerpointner, Head of MArketing, PERPETUAL
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