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Positioning Ternary as the
Fund Manager That Advances With Values

Branding

Communication Design

Creative Investment

Experience Design

UI/UX Design

{ 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.

{ Creative Challenge }

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

01
Ternary Fund needed to stand out in a crowded financial sector dominated by conventional profit-focused firms.
02
The previous branding lacked clarity and emotional resonance, leading to confusion among potential investors.
03
Its purpose-driven mission—mindful investments with positive societal impact—was not effectively communicated.
04
Without a strong identity, it struggled to connect with its ideal audience and convey credibility.
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

Defined Ternary Fund’s positioning as a purpose-driven, values-led fund management firm.
Created the brand essence “Advancing With Values” to convey its Hero personality—visionary, principled, and empowering.
Designed a stylised upward-pointing logo symbolising growth, direction, and purpose.
Refined the colour palette to project professionalism, trust, and global appeal.
Developed a purposeful messaging system to communicate clarity, trust, and societal impact.
Enabled stronger resonance with global investors seeking both financial returns and positive change.

{ THE DIFFERENCE }

{ 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.

{ 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.

{ 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.

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.

Kimming Yap

Managing Director, Creativeans

Our Featured Work

View All Projects

Positioning Ternary as the
Fund Manager That Advances With Values

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.

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.

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.

Our Featured Work

Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

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Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

Ritter Sport

Yulia Saksen

Your Brand Might Look Fine.
But Is It Working?

Positioning Ternary as theFund Manager That Advances With Values

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.

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.

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.

Our Featured Work

Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

Ritter Sport

Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

Ritter Sport

Yulia Saksen

Your Brand Might Look Fine. But Is It Working?

Positioning Ternary as the
Fund Manager That Advances With Values

Your Brand Might Look Fine.
But Is It Working?