UK investors looking for capital and income growth from equities have no shortage of options: over 4,000 UK investment funds and more than 410 investment trusts compete for their attention, with roughly 22-24 direct competitors in UK Equity Income alone. In a field this crowded, a distinctive investment approach can still get lost in the noise. Finsbury Growth & Income Trust, managed by Frostrow Capital LLP with portfolio management by Lindsell Train, needed an investment trust rebrand that worked as hard as its portfolio managers did, giving both existing shareholders and prospective investors a clear, confident reason to choose it over everything else on the shelf.
The Trust’s investment approach is genuinely distinctive: a concentrated portfolio, held with conviction over the long term rather than traded in and out. The brand didn’t reflect that. Hub was brought in to rebuild it from the ground up, starting with a strategy workshop bringing together Frostrow Capital’s partners and Director of Investor Relations & Marketing, a Trust board director, and Lindsell Train’s marketing lead to define the brand’s purpose, values, mission and story.
From that workshop, Hub’s creative team, working across strategy, copy and design, identified three values at the heart of the Trust: Persistence, Discernment and Conscientiousness. These became the foundation for everything that followed. Hub developed two distinct creative directions, presented them to the working group and board for feedback, and refined the preferred route into a full identity: a bold wordmark built around a distinctive ampersand device, a British-inflected palette of forest green, mustard and coral red, and a slab-serif and sans-serif type pairing designed to feel stoic and dependable. Alongside it, Hub built messaging and a tone of voice that speaks plainly, without finance jargon, so the Trust’s story lands with retail and professional investors alike.
The Trust now has a complete, considered brand system where before it had fragments. Comprehensive guidelines cover the logo (including social and favicon versions), colour palette, typography, tone of voice and a bespoke word bank, giving everyone at Frostrow Capital and Lindsell Train a shared, consistent language to draw on. Hub applied the new identity across the assets shareholders and prospective investors actually see: letterhead, business cards, email signatures, PowerPoint templates, factsheets and a web landing page. The result of this investment trust rebrand is a brand that finally does justice to the Trust’s distinctive, long-term approach, giving it a consistent footing to build investor communications on for years to come. It’s a real-world example of what financial services branding grounded in evidence rather than assumption can look like.