Falcon Funds
Crafting a heritage brand for an investment startup with serious gravitas
outline
primary challenge
Falcon Funds set out to build a compelling brand narrative that would establish them as a credible force in the pension fund sector. Backed by a leadership team comprising former finance ministers and senior banking figures operating across Sweden and Malta, the challenge was to translate exceptional experience into investor confidence, and to communicate strength, stability, and long-term reliability from day one.
our role
Primary Pillar: Brand Strategy
Supporting Services:
- Creative and Storytelling
- Visual Identity
- Experience Strategy, UX and Interface Design
- Content creation (digital, print, AV, photography)
Engagement length: 6 months
background
The name Falcon Funds draws on Malta’s historical legacy, referencing the famed jewel-encrusted golden falcon believed to have been gifted by the Knights of Malta to Charles V, Holy Roman Emperor, in the 16th century. Coveted and passed between powerful hands, the falcon became a symbol of rarity, value, and enduring worth, giving rise to the enduring legend of the “Maltese Falcon.”
Falcon Funds was conceived in this spirit: a secure and trusted repository for Swedish pension fund investors, defined by stewardship, continuity, and long-term value preservation.
challenge
The client’s ambition was to project stability and trust, drawing inspiration from established industry benchmarks that convey an unmistakable sense of quality and gravitas – while actually being the new kid on the block. Our task was to distil these attributes into a coherent brand story and visual identity, while anchoring the brand in the distinctive Maltese heritage at the heart of the company.
This formed the foundation for a complete rebrand of the pension fund offering, including the creation of all marketing and sales assets.
solution
Creative & Storytelling
Creating the building blocks for the brand required two photoshoots:
- one to capture portraits of management and personnel
- one for location and cultural site imagery
Unique images of historical and iconic locations around Malta – such as St Johns Co-Cathedral – were intended to anchor the brand firmly in its Maltese heritage.
In parallel work began on the profile design work. For the logotype we developed a stylised falcon graphic incorporating a graded, triangular grid pattern to mirror the faceted and diverse nature of pension fund investment.
The design was intended to embody:
- Dynamism
- Agility
- Assertiveness
- Heritage
A number of iterations were tested to gauge reactions and preference.
We set about bringing the new corporate identity to life, crafting brand guidelines and visual systems designed to deliver a consistently premium experience. Every customer touchpoint was considered, from the tactile quality of letterhead and envelopes to the weight and finish of business cards, reinforcing the brand’s promise of excellence in every interaction.
Deliverables included:
- Email signatures
- Business cards
- Stationery
- Place branding
- Factsheets and KIIDs (Key Investor Information Document)
Experience Strategy, UX and Interface Design
Key visuals from the location shoot highlighted the company’s Maltese heritage across the site, while individual profiles for every consultant and staff member added transparency and built investor trust.
The website’s structure was informed by investor personas, mapping key user journeys to create a simple, intuitive navigation that gave effortless access to up-to-date fund performance metrics and documentation.
Visitors could navigate the site by investment type, and view real-time performance data alongside downloadable KIIDs (Key Investor Information Documents), supported by a clear, colour-coded system to indicate risk levels:
- Blue for Cautious
- Gold for Balanced
- Red for Aggressive
ensuring users were always aware of the risk level associated with their investments.
outcome
Falcon Funds established a distinctive and credible brand, rooted in tradition, stability, and security. Its compelling brand story was brought to life through a comprehensive suite of digital and physical assets, delivering a seamless and consistent experience for clients across the full investment spectrum.