This clarity needs to be aligned with escalating regulatory demands to disclose manager and investee ESG data (which could be damning), previously not found in the public domain. Both factors demand managers to develop an understanding and articulation of ESG at a corporate and product level.

At Fin, we have supported clients since 2018 in defining their ESG and Responsible Investing narratives. Our comprehensive approach aligns with the five key areas outlined in the Sustainable Finance Disclosure Regulation (SFDR):

• Narrative Development: Collaborated with NatWest and Janus Henderson to craft compelling ESG stories.
• Imagery and Infographics: Partnered with Fidelity to create engaging visual content that effectively communicates sustainability initiatives.
• Regulatory Compliance: Assisted Brooks Macdonald in ensuring adherence to evolving ESG regulations.
• Sustainability Reporting: Worked with Squircle to develop comprehensive sustainability reports that reflect their commitment to responsible investing.
• Brand Naming: Advised CANDRIAM on brand positioning, contributing to their recognition as a leader in responsible investment. Notably, CANDRIAM was ranked as the top responsible investment brand in the 2023 Responsible Investment Brand Index (RIBI).

Through these collaborations, we have empowered our clients to develop proprietary ESG propositions from naming and narrative to imagery and collateral.

Below are examples of these success stories. Others not mentioned include our work for Apex Group, CVC, Amundi, Findlay Park, and Insight Investment.

Corporate and product sustainability narrative

Janus Henderson

With over $250 billion AUM* partially invested in Article 8 funds and a new Article 9 fund, many of their clients, prospects and staff wanted to know where Janus Henderson stood on ESG and investing sustainability.

Our brief was to investigate and create their corporate and product sustainability messaging while developing narratives to communicate it to clients and prospects.

We assimilated relevant materials and conducted interviews with key internal stakeholders focused on ESG and sustainability, including their Head of ESG, Head of Governance, and Head of D&I.

*As of May 2023

To learn more about Janus Henderson ESG:
https://www.janushenderson.com/en-gb/institutional/about-us/esg-environmental-social-governance/esg-investing

Creative imagery and infographics for sustainable funds range

Fidelity International

Fidelity International Ltd, provides investment management services including mutual funds, pension management and fund platforms to private and institutional investors. Parent company Fidelity has $728.6 billion AUM*.

Our brief was to visually represent the three pillars of the Sustainable Funds Family framework, elevating the S and the G in ESG, focusing on diversity and collaboration.

We produced a system that combined several images within a fluid and flexible system that could take off-the-shelf assets and turn them into something distinctive and ownable, that could be as sophisticated, or main stream, as our client’s brief demanded.

We were then briefed by Fidelity International to analyse their existing workplace pension materials, FutureWise, and put a bit of” zing” into the employee and member engagement experience, linking the visual styling of the collateral to our work for the Sustainable Funds Family. Please click on the link below to see more of this project.

*As of May 2023

Fidelity Sustainable Investing

To learn more about our work for the Sustainable Funds Family, please click on this link: https://www.fininternational.com/projects/fidelity-international-sustainable-funds-family/

FutureWise

To learn more about our work for Fidelity International’s FutureWise workplace pensions please click on this link: https://www.fininternational.com/projects/fidelity-futurewise

Product sustainability narrative 

NatWest Markets

NatWest Markets is the investment banking arm of NatWest Group based in the United Kingdom and have been active for many years in the Sustainable Finance sector.

Our brief was to develop a proposition and messaging for NatWest Markets Sustainable Finance (SF) towards Corporates and Financial Institutions looking to build their sustainability strategies.

A core messaging proposition of ‘Facilitating Clarity’ answered concerns from clients as to understand sustainability within their own corporate goals.

We developed four key tenets of the offer and from the core proposition from which we built separate narratives to Corporates and Financial Institutions.

Regulatory compliant product collateral with sustainable narrative

Brooks Macdonald

Brooks Macdonald Group plc provides leading investment management services with discretionary Funds under Management of £16.2 billion*.

We were briefed by Brooks Macdonald Responsible Investment Services (RIS) to develop its core messaging to relevant target markets (B2B and B2C) across their Advance and Avoid strategies and to create a visual identity for RIS client engagement.

*As of December 2022

To learn more about Brooks Macdonald RSI – https://www.brooksmacdonald.com/investment-management/services/responsible-investment-service

Sustainability reporting with consistent clarity

Squircle

Private market investors, especially in the realm of fund reporting, require more attention than most. These investors take on considerable risks, locking in their investments for five or more years, and must rely on the trustworthiness of owners and managers rather than the more transparent, data-driven insights provided by brokers and public markets. With increasing liquidity constraints facing Limited Partners (LPs), General Partners (GPs) are actively searching for ways to nurture and strengthen their relationships through more detailed and engaging Fund Performance reports.

In collaboration with Squircle, we have developed comprehensive reporting solutions, including ESG Reports, Investment Reports, and Fund Performance reports, all designed to cater to the unique needs of private market investors. Despite the availability of various guidelines and regulatory frameworks dictating the content of these reports, their final presentation often lacks creativity, appearing dry, overly functional, and, at times, subpar compared to the high-quality information contained within.

This represents a significant opportunity to improve investor reporting by producing well-branded, clear, and accessible documents that go beyond the functional and resonate with the values and expectations of both GPs and LPs. Well-crafted investment reports, for example, can enhance transparency, build trust, and support long-term investment relationships by demonstrating a clear commitment to ESG principles and financial stewardship.

At Fin, we partner with GPs and LPs to create fresh, customised, and branded templates for fund reporting. Whether it’s ESG reports, financial performance reports, or investment summaries, our work with Squircle ensures the reporting process is tailored to your internal resources, streamlining production and enhancing the overall quality of your communications. Our goal is to create reports that not only provide vital information but also reinforce the values and goals that matter most to your LPs and GPs, building stronger relationships and demonstrating care and commitment through exceptional design and branding in private equity reporting.

Aligning the name with sustainability

CANDRIAM

 

Following the state intervention into the Belgium Bank, Dexia, a decision was taken to spin out the asset management arm as a stand-alone offer.

The challenge

As a part of Dexia, the successful asset management team had placed a low focus on marketing. This new need to present its offer to the market as an individual company required an entirely new identity.

Fin was briefed by Dexia Asset Management to define a new name and explore the brand positioning.

The process

First, we undertook an extensive and European-wide insight phase to build a deep understanding of the company in its current form. We carried out interviews with both internal and external stakeholders. With all of this research in place, the debate began to define the future Dexia AM offer.

In order to bring out a broader range of insight (as well as deeper engagement with a new brand), we circulated an online questionnaire among all Dexia AM staff.

We explored the global ‘brandscape’ of competitor brand positioning, taking in Dexia’s peer group of managers. This research was rapidly distilled into a number of ‘top-level findings’.

This process culminated in the generation of a ‘straw-man’ brand positioning and brand values, which were then shared and debated within an senior management committee workshop, structured and facilitated by Fin.

If you want to develop a clear and proven articulation for your ESG and Responsible Investing philosophy and actions, that’s on brand, please get in touch for a chat by calling on +44 (0)7771 520193.

Justin Mould