Horizon Global Partners

The challenge

Launching Horizon Global Partners as an institutional-grade brand from day one

Horizon Global Partners is a long/short equity investment firm spun out of Fulcrum Asset Management, the $8.3 billion AUM independent asset manager founded by former Goldman Sachs Chief Economist Gavyn Davies. Horizon was established to run a focused long/short equity strategy with the institutional infrastructure of a Fulcrum-backed launch and the agility of a dedicated, single-strategy team.

The brief was unusual in two ways. First, the deadline was anchored to a major investment announcement rather than to the brand team’s own timeline – every decision had to clear faster than a typical asset management rebrand allows for. Second, the audience was institutional from day one. Horizon’s first-touch buyers were allocators, consultants, and family offices who would benchmark every visual and verbal cue against firms that had been in market for decades. The brand could not feel like a launch. It had to read as established, restrained, and operationally serious in the first two minutes of a website visit.

The goal:

Deliver a complete brand identity, animated logo, marketing-grade website, and supporting collateral package – pitch deck, business cards, PowerPoint templates, fact sheet templates – in time for the announcement. The output had to satisfy two audiences simultaneously: institutional allocators who needed to see Horizon as a serious peer to established long/short equity managers, and Fulcrum partners and stakeholders who needed reassurance that the new sub-brand sat correctly within the wider Fulcrum architecture. There was no second pass and no soft-launch buffer. The brand had to land correctly the first time it appeared in market.

The approach

A compressed institutional launch programme

Given the fixed deadline, Freshly Brewed ran the project as a parallel-workstream programme rather than a sequential rebrand. Brand strategy, identity, website, and collateral all moved in lockstep, with daily sign-off cycles compressing what would normally be a 16 to 20 week rebrand into a launch-ready package.

Brand identity development:

We started with positioning. Long/short equity is a crowded category and the brands that earn allocator trust are visually quiet, typographically precise, and signal restraint over personality. We benchmarked Horizon against established long/short equity firms and against Fulcrum’s parent identity to find the white space – a brand that read as institutional, contemporary, and unmistakably part of the Fulcrum lineage without becoming a sub-brand in the diluted sense. The output was a complete identity system: logo, palette, typography, imagery direction, and a brand guidelines document built for in-house and external use.

Animated logo and brand-in-motion:

Asset management brands now live across video, conference stands, webinars, and digital advertising as much as on the page. We produced an animated logo and core brand motion treatment that gave Horizon a consistent visual signature across every digital touchpoint, from CNBC appearances and conference panels through to investor webinars and social channels.

Website design and build:

The website (horizon.global) was scoped tight and built for the institutional first-touch journey. Strategy explanation in plain English, partner and team articulation up front, and a calm, restrained visual treatment throughout. The site had to read correctly to allocators in two minutes or less, with sufficient depth for follow-up due diligence without overwhelming the first-touch reader. Built on WordPress with a custom theme, performance and Core Web Vitals targeted from the templates rather than retrofitted post-launch.

Marketing toolkit and launch collateral:

Pitch deck, business card system, PowerPoint master templates, fact sheet templates, and supporting collateral all built within the brand system and delivered in time for the announcement. The brand had to flex across the website, the launch deck, the institutional one-pagers, and the conference materials without bespoke design rounds for each touchpoint. We designed the system once and applied it across every artefact.

Ongoing partnership:

What began as a launch programme evolved into a continuing relationship. Horizon has since expanded its public profile through CNBC appearances, an in-house “On the Horizon” video series, and exhibitor presence at Global Alts Miami – the largest institutional cap intro event in the world, with 5,000+ attendees and 1,000+ LPs. Freshly Brewed continues to support brand application, web maintenance, and new content surfaces (including dedicated media-appearance pages) as the firm’s profile grows.