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A rebrand for the asset management arm of a multi-business wealth manager bolsters product development and distribution

E. Dryden Pence III is a Harvard-educated, retired military intelligence specialist whose expertise in the study of human behavior is at the core of the firm philosophy.

The new brand helped to build brand awareness in the wealth channel with the launch of Pence Model Portfolio SMAs.

PCM leveraged its refreshed brand to launch the Pence Transformers ETF in 2022, reaching a wider investor base.

PCM's full rebrand extended to the website, gatekeeper and advisor sales enablement, marketing collateral and digital assets.

The Challenge

Pence Capital Management (PCM) is well-known for industry-leading thematic UITs; its charismatic founder, Dryden Pence, is an ex-military intelligence officer, psychological warfare expert and a frequent guest on media network outlets. His ability to explain “Big Knowable Themes” through relatable stories is popular with advisors and investors.

Pence saw an opportunity to extend the reach of its unique philosophy and approach with ETFs and model portfolios but the firm lacked a brand platform that could support that objective. To accomplish this, Pence needed to support its long-time distribution partners while promoting its track record to gatekeepers at large broker dealers and RIAs.

The Solution

To go to market and build brand recognition, we recommended leveraging the name PENCE and doing so in a bold way. This brand expression was crisp and worked seamlessly across UITs, ETFs, SMAs and other product nomenclature. A new tagline, “People Move Markets,” brought to the fore the firm’s unique selling proposition — the ability to observe people, anticipate seismic consumer shifts and, by applying proprietary fundamental analysis, identify the companies that will benefit from these trends. The new visual identity features geometric shapes suggesting identifiable patterns — a metaphor for the PENCE investment process.

All told, a content-rich, responsive website, together with institutional-quality marketing tools and story-telling premiums, give PENCE multiple venues for communicating its new positioning and showcasing its thinking to investors who want to own progress.

Pence studies human behavior to identify trends. The new brand capitalized on this competitive advantage, articulating it verbally and visually.

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