As Heritas Capital positioned itself as an ESG-focused investment firm, the need to clearly articulate how it delivers both financial returns and broader impact became more important.
Heritas Capital is a fund management firm established in 1997 as the investment arm of the IMC Group. With over $250 million in assets under management, the firm focuses on ESG-driven investments.
Established in 1997, Heritas Capital has built its presence as a fund management firm with a clear focus on long-term value creation.At the centre of its approach is a philosophy it describes as “do well, do good” — investing in a way that delivers financial returns while contributing to communities and the environment.This philosophy defines how the firm operates. What needed clarity was how it should be consistently expressed.
As Heritas Capital strengthened its position as an ESG-focused investment firm, its philosophy was already embedded in its work.What was less clearly defined was how that philosophy translated into a distinct brand position.The firm needed a structured way to communicate how it drives inclusive growth while delivering strong returns — in a market where ESG narratives are often broad, and differentiation depends on clarity.
Vantage began by grounding the work in research.The competitive landscape was analysed to define Heritas Capital’s unique position within the fund management space, ensuring that its ESG focus could be articulated in a way that is both credible and differentiated.From there, the brand strategy was defined around its core philosophy.The “do well, do good” approach became the foundation for positioning — framing how Heritas creates value across financial performance, communities, and the environment. This gave the firm a clear and consistent way to communicate its investment approach.The identity translated this into a system that reflects its purpose-driven approach to venture capital and fund management.The website further extended this, providing a digital platform that clearly communicates Heritas Capital’s investment philosophy and ESG credentials to investors and stakeholders.What followed was alignment.The brand was structured so that the entire team could understand and apply it, ensuring consistency across all public-facing communications.
Before vs After
Working with Vantage Branding has been a pleasure. Simon and his team were patient and highly responsive, guiding us seamlessly through the entire branding process—from initial concept to design and technical implementation. We’re very pleased with both the creative direction and the final outcome.
The branding exercise gave Heritas Capital a structured way to define its purpose.This was carried through its identity and website, creating a consistent foundation for how the firm presents itself to investors and stakeholders. It also aligned the team internally.The exercise clarified what makes Heritas distinct, allowing the team to communicate the brand more consistently in public-facing interactions. As a result, Heritas Capital gained greater visibility and a stronger reputation within the investment community.