Creative strategy and design



Brand identity

Strong brands build shareholder value. Strong brands allow their owners to build market share, to defend their segments against competition and to charge a premium price. A key contributor to brand strength is brand identity – a brand’s look, tone and feel – precisely what we were asked to redesign for capital management firm Argo.



Pangaea designed an identity to modernise the brand’s perception and provide standout in a cluttered market where competitors’ traditional and forgettable brands are often lost.

We developed a set of 12 new visuals inspired by the star constellation Argo Navis to add visual interest to Argo’s communications. Paying homage to Argo’s name these supporting visuals provide a mix of contemporary design and historical sentiment.