Maximising the
momentum for growth…
Crescent Capital Partners.
How do you evolve a high-performing private equity and alternative asset manager’s brand to connect with a new generation of investors?
Founded in 2000, Crescent Capital Partners is one of Australia’s most established and successful mid-market private equity and alternative asset firms, managing seven funds and over $4.5 billion in raised capital. With most of its investor base offshore and institutional, Crescent saw an opportunity to grow locally by engaging Australian private wealth, family offices, and high-net-worth investors.
ET was brought on to refine, the brand building on Crescent’s strong reputation while making it more relevant and engaging for new audiences. The brand idea, “Value Maximisers,” reflects Crescent’s disciplined, long-term approach to creating exceptional outcomes for investors.
The identity centres on a refined ripple mark; a bold, minimalist symbol of expertise, impact, and momentum. Striking aerial photography anchors the brand in Australia while reflecting Crescent’s strategic, high-level view. The result is a confident, contemporary brand that signals Crescent’s commitment to creating value across generations.
“ET Collective have been transformative for us from the moment they won the brand design tender, to the numerous design projects they have undertaken for us since then and it is a relationship that will continue for years. They are professional, creative, responsive and communicative. I cannot recommend them more highly.”
Cressida Mort
Investor Relations Director