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Combining heritage and modernity in a competitive setting

The ‘Unquoted’ arm of UK-listed Caledonia Investments wanted to understand how it was perceived by its audiences, define its narrative and then rebrand with new materials. It felt that simply being a division of a wider plc was potentially impacting its story when trying to finalise private equity-type deals in the highly competitive UK mid-market in which it operates.

Approach

We interviewed around 30 of the Unquoted team’s key audiences – from City-based intermediaries to board members of portfolio companies – to determine how they perceived the offer and how best to position the story. After debating the results with the team, we came to the conclusion that rebranding as ‘Caledonia Private Capital’ was the best way forward.

With this new name came a new narrative, which we told through a set of developed materials – from management presentations to a marketing brochure, new website and a variety of corporate films. We also provided initial social media support to ensure a successful launch.

Approach

We interviewed around 30 of the Unquoted team’s key audiences – from City-based intermediaries to board members of portfolio companies – to determine how they perceived the offer and how best to position the story. After debating the results with the team, we came to the conclusion that rebranding as ‘Caledonia Private Capital’ was the best way forward.

With this new name came a new narrative, which we told through a set of developed materials – from management presentations to a marketing brochure, new website and a variety of corporate films. We also provided initial social media support to ensure a successful launch.

Play film

Result

Caledonia Private Capital was launched in October 2019 with materials that mixed its longstanding heritage from the Cayzer family with the need for a punchy, contemporary look and feel. The resultant brand and narrative is designed to help Caledonia Private Capital make its mark in a crowded field, while differentiating the business successfully from the bulk of the competition.

Result

Caledonia Private Capital was launched in October 2019 with materials that mixed its longstanding heritage from the Cayzer family with the need for a punchy, contemporary look and feel. The resultant brand and narrative is designed to help Caledonia Private Capital make its mark in a crowded field, while differentiating the business successfully from the bulk of the competition.

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