Afinum Business Ausstattung


Relationship Investors

Cooperative partnerships have proven to be the most valuable asset for Afinum during the last 20 years. Supporting its portfolio companies and their management at reaching their goals without interfering into daily business operations, the Afinum team sees itself as a trustworthy shareholder and partner. This approach is now well-established in the mid-tier and has helped Afinum to become one of the leading private equities investing in the mid-cap market of the DACH region.

The Task

The German mid-cap investment firm Afinum has been shaping succession situations for SMEs for nearly two decades. With the nearing of their 20th anniversary, the necessity to transform their brand strategy and identity became apparent. The rebranding had to encompass their vision of putting people first as the most valuable asset of any company. Facing ever-increasing competition for qualitative deal flow, Afinum appointed INTO Branding for a brand rejuvenation project. Our approach is rooted in the belief that a firm’s public presence is a tool to foster engagement with its audience and generates qualitative enquiries for investment opportunities and job candidates.

The Solution

After conducting extensive research, we developed an overarching theme ‘Entrepreneurial Empathic’ and then established a design concept based on the principle values: respectful, strategic and far-sighted. A neutral colour palette with a pinch of recognisable and ownable yellow, coupled with neat, robust typography are the cornerstones of the chosen subtle but compelling identity.
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Current brand strategy and corporate design projects