The Client
In early 2020, the asset management firms Federated Investors and Hermes Investment Management joined forces to become Federated Hermes, a integrated ESG investment firm focused on a commitment to responsible investing to achieve financial performance.

The Ask
With the merger, the newly minted Federated Hermes asked Addison to develop an updated a new face and voice that reflected the ESG-driven vision and principles of the Federated Hermes team.

The Solution
Thoughtfulness, responsibility, impactfulness, and diligence were the values that served as a north-star to the Addison team in creating a smart wordmark and symbol that was coined “The Beacon”, a vibrant color palette, an approachable graphic language, and confident voice. Through these elements, the team was able to create an exciting communications suite including the firm’s flagship website that helped usher in the new brand.