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Positioning Ternary as the
Fund Manager That Advances With Values

Four children in colored shirts run and reach for a ball in a sunlit forest clearing, with blue triangle graphics overlaid in the foreground.

{ Project Overview }

We repositioned Ternary as a bold, purpose-driven fund management brand, bridging global investors with Asia’s growth opportunities through clarity, conscience, and confidence.

Ternary is a Singapore-based fund management company that connects international investors with growth opportunities across Asia through mindful investments in alternative assets. Serving high-net-worth individuals, multi-family offices, and institutions, Ternary needed a brand that could communicate both investment credibility and a strong values-led approach.

Ternary is a Singapore-based fund management company that connects international investors with growth opportunities across Asia through mindful investments in alternative assets. Serving high-net-worth individuals, multi-family offices, and institutions, Ternary needed a brand that could communicate both investment credibility and a strong values-led approach.

Person holding a white tote bag with blue triangular logo patterns and the word TERNARY visible on the bag.

{ Creative Challenge }

Clarifying brand identity to attract values-driven investors in a competitive market
  1. 01

    Ternary Fund needed to stand out in a crowded financial sector dominated by conventional profit-focused firms.

  2. 02

    The previous branding lacked clarity and emotional resonance, leading to confusion among potential investors.

  3. 03

    Its purpose-driven mission—mindful investments with positive societal impact—was not effectively communicated.

  4. 04

    Without a strong identity, it struggled to connect with its ideal audience and convey credibility.

  5. 05

    Industry data showed 75% of companies have rebranded since 2020, and consistent branding can boost performance by up to 20%, reinforcing the urgency to act.

{ The Solution }

Increased clarity, trust, and investor engagement through a values-led rebrand

  1. Defined Ternary Fund’s positioning as a purpose-driven, values-led fund management firm.

  2. Created the brand essence “Advancing With Values” to convey its Hero personality—visionary, principled, and empowering.

  3. Designed a stylised upward-pointing logo symbolising growth, direction, and purpose.

  4. Refined the colour palette to project professionalism, trust, and global appeal.

  5. Developed a purposeful messaging system to communicate clarity, trust, and societal impact.

  6. Enabled stronger resonance with global investors seeking both financial returns and positive change.

Blue business cards stacked on a blue background, featuring a white angular logo and the word 'TERNARY' on one card.

{ THE DIFFERENCE }

Blue Ternary logo with a triangular mountain-like icon and the word 'ternary'.
TERNARY logo in blue with a stylized triangle forming the A
{ BEFORE }{ AFTER }

{ { BRAND CONCEPT } }

Inspired by the symbolism of a lighthouse, the Ternary brand concept positions the firm as a guiding force for purposeful capital, illuminating clearer paths toward sustainable growth and positive change.

The lighthouse represents clarity, strength, and direction, reflecting Ternary’s role in guiding investors through mindful investment opportunities across Asia. Expressive yet refined, the concept balances emotional warmth with professional assurance, embodying reliability, safety, and visionary leadership.

The visual identity uses green to express environmental responsibility and continuous growth, while beige adds depth, warmth, and understated luxury. Together, the brand system reinforces Ternary’s commitment to balancing purpose and performance as a hopeful, purposeful, and forward-looking fund management firm.

Open laptop displaying a slide titled 'Advancing With Values' surrounded by blue-and-white brochures on a dark blue surface.
Blue metallic diagonal slats forming an abstract background with the word 'GROWTH' centered in white text.
Two corporate brochure covers on a blue background: left shows 'Embrace Extraordinary' with abstract geometric art; right shows 'Advancing with Values' and a man in a suit.
Blue envelope with a white business card and a blue-and-white geometric patterned wrap, displaying the word 'Ternary'.
Blue-toned business cards stacked, featuring a white mountain-like logo in the center.

{ Brand Touchpoints }

Ternary’s brand identity is applied across digital and print touchpoints to create a unified, purposeful expression of its values-led philosophy, reinforcing its role as a trusted partner for mindful investment.

The logo’s upward-pointing stylised “A” communicates direction, growth, and aspiration, while the refined blue-grey colour palette conveys trust, professionalism, and clarity. Together with Work Sans and Lato typography, the identity creates a modern and readable system that reflects Ternary’s balance of strategic foresight and approachability.

Across investment reports, social media, website, business cards, email signatures, and investor presentations, the brand maintains visual and verbal consistency. Each touchpoint strengthens Ternary’s position as a forward-thinking fund management firm dedicated to guiding investors towards opportunities that are both financially sound and socially responsible.

Row of three posters promoting TERNARY: left shows a green triangular graphic with 'Inspiring Meaningful Changes' text and logo, white background.
White tote bag with blue triangle logos and 'TERNARY' branding held by a person in light blue jeans.
Desktop screen showing a blue mountain landscape hero for 'Multi-Family Offices' with navigation; tablet and laptop previews show the site across devices.
Three overlapping Ternary brand cards with blue triangle motifs; left shows a man in a suit, right shows kids near a triangle, each card has a heart at the bottom.
Two posters on a blue background: left poster says 'Embrace Extraordinary' with geometric white and blue shapes, right poster shows a man in a suit with 'Advancing with Values' text and a diagonal light section.
Email compose window titled 'New Message' with recipient and message fields, sample body text, and a signature block showing 'Edward Choi, CEO' of Ternary Fund Management with logo at the bottom.
Blue business cards arranged on a blue background, displaying the white 'TERNARY' logo and contact info for Edward Choi.
Two white business documents on a blue desk: an open brochure with charts and text, and a separate one-page investor letter clipped with a binder clip.

{ Brand Rollout }

Ternary’s brand rollout focused on building a clear and consistent identity system, equipping the team with the tools to communicate its values-led positioning across every channel with confidence.

A detailed brand manual was developed to guide the use of Ternary’s visual identity, tone of voice, and messaging principles. Anchored in the essence of “Advancing With Values,” the guide ensures that all internal and external communications remain aligned, purposeful, and recognisable.

From investor presentations and reports to the website and social media, each touchpoint was structured to reflect Ternary’s clarity, conscience, and confidence. This implementation helps the organisation maintain brand integrity while strengthening its presence among global investors, partners, and stakeholders.

Blue brand manual covers labeled 'Brand Manual' sit stacked beside an open catalog showing page layouts and image thumbnails.

Ternary’s rebranding journey has been a powerful alignment of purpose and professionalism. By capturing the brand’s philosophy of mindful investing and translating it into a bold, values-led identity, we’ve helped position Ternary as a forward-thinking leader in the fund management industry. This transformation strengthens their ability to attract global investors seeking ethical and high-growth Asia investment opportunities, while staying true to their mission of creating positive social and environmental impact.

A three-dimensional, metallic letter "C" rendered in a dark glass or chrome material that reflects a vibrant, iridescent gradient of rainbow colors along its curved edges.
Kimming Yap
Managing Director, Creativeans

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