Tribe Impact Capital

Restoring the meaning of wealth


Finance and Wealth Management

What we did

- Brand workshops

- UN SDG integration

- Brand strategy & positioning

- Purpose narrative development

- Brand identity evolution

- UX & UI

- Front-end web design

- Full back-end implementation for CMS

- Online marketing

- Online client reporting system

In today's world, wealth is widely considered to be synonymous with opulence and luxury. It has been reduced to the definition of monetary worth, based on a static number. But wealth hasn’t always been defined in such simple terms.

The word ‘wealth’ originates from the old English word ‘weal’, which means well-being: the condition of well-being whether personal, professional, environmental or financial. This encapsulates how impact wealth manager Tribe Impact Capital shape its offering to its clients, which is genuinely differentiated and truly has the power to change people’s lives.

We launched Tribe to the world with a mission for clients to match their portfolios with their values and significantly to mirror the United Nations Sustainable Development Goals they are interested in. Thus, establishing a New Wealth Order, where their clients’ capital is mobilised to create a more equal and prosperous world.

To understand the competitive landscape and explore key stakeholder groups, we organised a whole-team, exploratory workshop. We used this time to make sense of ‘A New Wealth Order’, which informed the development of the brand narrative. We then delivered a full brand manual including tone of voice, messaging, visual language and launch brochure.

Brand Book

In line with the new brand manual, we designed and built a new website. This included an easy-to-operate WordPress CMS to allow the Tribe team to keep their website relevant, up to date and focused. The UX and UI encouraged users to engage and explore the depth of Tribe’s services and client offerings. We also designed and built an online reporting mechanism to be hosted on the website, so that clients could compare how their individual portfolio compared to the market standard, including the FTSE 100 performance.

The result was a compelling brand that encompassed Tribe’s values and showed how self-interest and social investment could complement rather than counter each other. Tribe Impact Capital’s brand delivers the strong key message that it’s possible to make a positive impact and celebrate your wealth at the same time.

Since we worked with them, Tribe Impact Capital has picked up a number of prestigious awards including the Corporate Social Responsibility/Diversity Award at the Wealth Briefing Awards; Best Sustainable and ESG Wealth Manager/DFM Award at Investment Week’s 2020 Sustainable & ESG Investment Awards; and one of the Best For The World businesses in the annual B Corporation list, for the two years running.

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