Turning a clear investment philosophy into a defined brand position
Heritas Capital Management is a Singapore fund management firm and the investment arm of the IMC Group. Vantage gave its "do well, do good" ESG philosophy a structured brand position, so the firm could show how it delivers both financial returns and lasting impact.
Heritas Capital Management is a fund management firm founded in 1997 as the investment arm of the IMC Group. It manages more than $250 million in assets, with a focus on ESG-driven private equity, venture capital and fund-of-funds investments across healthcare, education and technology. Its philosophy, "do well, do good", pairs financial performance with positive outcomes for communities and the environment. The firm was clear on what it believed. What it needed was a way to express that belief as a distinct brand position.
About Heritas Capital Management
Established in 1997, Heritas Capital Management has built its presence as a Singapore fund manager focused on long-term value creation. As the investment arm of the IMC Group, it holds a Capital Markets Services licence and manages private equity, venture capital and fund-of-funds investments across healthcare, education and technology.
At the centre of its approach is a philosophy the firm describes as "do well, do good": investing in a way that delivers returns while contributing to communities and the environment. This thinking shapes how Heritas selects, builds and manages the businesses it backs.
The philosophy was already embedded in the firm's work. What needed clarity was how it should be expressed consistently, so that investors and stakeholders could understand what set Heritas apart in a crowded ESG market.
Where the brand needed definition
As Heritas strengthened its position as an ESG-focused investor, its philosophy ran ahead of its brand. The firm had a clear point of view but no structured way to translate it into a distinct position. In a market where ESG narratives are broad and often interchangeable, differentiation depended on clarity. Heritas needed a defined framework to show how it drives inclusive growth while delivering strong returns, expressed consistently across every touchpoint.
Shaping the Heritas Capital Management brand
Vantage began by grounding the work in research, analysing the competitive landscape to define where Heritas could stand within Singapore's fund management space. From there we built the strategy around the "do well, do good" philosophy, framing how the firm creates value across financial performance, communities and the environment. The identity translated this into a purpose-driven visual system for venture capital and fund management, and the website extended it into a digital platform that communicates Heritas's investment approach and ESG credentials to investors. We then structured the brand so the whole team could apply it consistently, aligning every public-facing communication behind a single, credible position.
A brand renewed
- A strong "do well, do good" ESG philosophy that was not yet structured into a clear brand position
- Limited articulation of how inclusive growth and financial returns connect within the firm's investment approach
- Inconsistent expression of the brand across communications
- A defined brand positioning built around the "do well, do good" philosophy
- A structured framework showing how Heritas drives inclusive growth while delivering returns
- A cohesive identity and website communicating ESG credentials with clarity
- A shared understanding across the team on how to present the brand consistently
“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 are very pleased with both the creative direction and the final outcome.”
Bringing it all together
The branding exercise gave Heritas Capital Management a structured way to define its purpose, carried consistently through its identity and website. It also aligned the team internally, clarifying what makes the firm distinct and how to communicate that in every public-facing interaction. As a result, Heritas gained greater visibility and a stronger reputation within Singapore's investment community.
Frequently asked questions
Who did Heritas Capital Management work with on its rebrand?
Heritas Capital Management worked with Vantage Branding, a Singapore brand consultancy, on its brand research, strategy, positioning, identity and website.
What is Heritas Capital Management's investment philosophy?
Heritas follows a "do well, do good" philosophy, investing to deliver financial returns while creating positive outcomes for communities and the environment. As the investment arm of the IMC Group, it applies this across ESG-driven private equity, venture capital and fund-of-funds investments.
What did the branding project change for Heritas Capital Management?
It gave Heritas a defined brand position, a framework linking inclusive growth to returns, and a cohesive identity and website. This let the firm communicate its ESG credentials with clarity and consistency to investors and stakeholders.
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