Brand Identity Systems
A Modernized and Elevated Brand & Website for Compass Diversified (NYSE: CODI)
Compass Diversified (NYSE: CODI) is a publicly-traded investment and holding company that provides shareholders with unique access to niche middle-market businesses – an attractive segment of the market historically reserved for traditional private equity or other legacy players.
In 2020, Darien Group partnered with CODI on a thorough modernization and upgrade of its visual brand and corporate website. Integrated into the engagement was the development of a new visual brand look-and-feel, logotype, and salient messaging points for the evolved Compass Diversified brand.
Through our branding and website work with Darien Group, we sought to capture CODI's unique position in the industry. Our new visual brand, logo, and website work together to modernize our firm and to more precisely communicate our differentiators to our constituents.
Chris Gasiewski, Director of Investor Relations
At the onset of the engagement, Compass Diversified sought to streamline multiple entities under one united brand name in both full and abbreviated forms. Darien Group crafted a logotype that was distinct, easily recognizable, and felt modern yet institutional. Additionally, the client wanted to maintain a directional component that would tie into their firm history and namesake “compass.”
The result is a well-balanced logotype that not only highlights the client’s four-letter ticker symbol, “CODI”, but also their full name “Compass Diversified.” A layered gold arrow in the top right corner provides a sense of positive, upward motion, and the box surrounding “CODI” conveys structure and stability.
As the most visible brand ambassador of the Compass Diversified brand, the corporate website was reimagined to communicate the unique elements of CODI’s investment strategy being both an investor in middle-market businesses as well as a publicly-traded company.
Darien Group crafted sharp headlines and compelling copywriting that distilled the core thesis of the firm, which is simply represented in the banner headline:
Diversified Private Equity-Style Holdings.
Democratized Public Market Access.
In parallel with the copywriting, Darien Group created an aesthetic direction that centrally showcased CODI’s subsidiary companies in a fashion that highlighted human interaction with their respective product offerings. Beautiful imagery was combined with a color palette that featured rich navy blue, sky blue, and gold which brought contemporary accents while remaining restrained in execution.
The end result is a polished corporate website that serves as a high-traffic touchpoint for CODI’s audiences, including current and prospective shareholders, asset sellers, intermediaries, and research analysts.
Supporting Brand Collateral
The refreshed aesthetic elements were carried through to the firm’s business cards and stationery, ensuring a cohesive realization of the visual brand.