Polar Capital

What emotions and personality did we want for the brand?

Clearly with a name like Polar Capital, the 'Explorer' archetype is an obvious persona. 

Running a workshop with the senior team on their mission and values, exploring the subtle aspects of their personality was important to ensure the brand didn't become a cliche.

We examined what was needed to reach the top: Entrepreneurial Spirit, Thouroughbred Performance, Innovation and Working as a Team. 

Key to this was the entrepreneurial spirit as captured in the quote by Ryan Lilly:

"Entrepreneurs see what others can't, do what others wont, and accomplish what others dream".