A multi-faceted partner
Award Winning Brand Identity
In 2019, Hayfin, one of Europe’s leading alternative asset management firms, were planning a tenth anniversary celebration. After a decade of success, it was time to review their culture and brand. Content Creatures were commissioned to develop the existing logo into a full onscreen brand identity and produce a series of films.
Winner of a 2020 Gold MUSE Creative Award.
Client
Hayfin Capital Management
Industry
Financial
What We Did
- Brand development
- Copywriting
- Creative strategy
- Digital assets
- Live-action filming
- Motion design
- Music composition
- Print assets
- Storyboarding
Case study video
Our Creative Partners joined a strategy meeting at Hayfin’s London HQ, where they had the opportunity to speak with and question the founders of the company. It was clear from the outset that Hayfin’s culture was considered and thoughtful.
Their’s was an environment where success was valued, but mistakes treated as acceptable opportunities to learn. Throughout the office, a humble air of quiet intelligence pervaded.
Creative Strategy: Building a Motion Identity from Brand Fundamentals
Our creative strategy for Hayfin focused on turning limited static brand assets into a distinctive motion identity rooted in strategic insight. Here’s how we approached it:
1. Audit of Existing Brand Assets
We began by assessing the visual identity as it stood:
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A wordmark
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Two triangle graphic elements
No existing motion guidelines or extended visual language were in place. This prompted a deeper exploration of the brand’s meaning and potential.
2. Strategic Brand Discovery
We carried out strategic analysis to uncover brand truth:
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Reviewed brand guidelines and communications
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Conducted research into Hayfin’s business model and internal culture
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Identified that the brand’s real strength lies in people, expertise, and collaboration
This led to a key strategic insight:
Hayfin is a multi-faceted business, its value comes from the combination of expert individuals working in harmony.
3. Defining the Creative Platform
We translated this insight into a creative strategy that would guide all design and motion decisions:
Strategic thought: “Hayfin combines the best of its parts to deliver a refined, considered approach to asset management.”
This became the foundation for visual metaphors, narrative structure, and animation style.
4. Motion Language Development
We expanded on the triangle motif to develop a full motion identity:
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Triangles were treated as modular components, representing people, expertise, and data
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Developed motion rules: how shapes build, converge, & align – mirroring Hayfin’s collaborative and analytical approach
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Created transitions and layouts that reflected precision, balance, and multi-dimensional thinking
This structured creative strategy allowed us to transform minimal assets into a meaningful, flexible and strategically aligned motion identity, anchored in Hayfin’s values, and crafted to grow with the brand.
Developing the artistic direction
To begin with, our design team developed a graphic property built using the facets found in the existing wordmark.
They added fine drafting lines to the animation to suggest planning and foresight.
Bringing it together – production management
Next, our production team swung in to action. Over two days, we interviewed twenty people across the business, from a range of roles and seniority. To capture the essence of the culture and hear Hayfin’s staff communicating and collaborating naturally. We also filmed ‘reportage’ in breakout rooms and across the main floor.
Editing
Alongside the edit and grade, our design and animation teams created a full motion graphics package including animated logos, infographic frames, name-straps and transitions. Since 2019 we have we have won Muse Awards for Hayfin branding, continued to develop the brand style and created more content.
Global delivery with local insight
In 2022, this included liaising with the team in New York and filming at their offices. With video firmly established as a key communication tool, we are now working on the next phase to develop content to push the brand on social channels and reach more potential investors.