Hymn expresses the natural, circular passage of time in their identity for Spring Equity Partners

Spring Equity Partners, a private investment office sought to establish an authentic brand image that would convey their unique, bespoke approach to managing large family estates. They turned to Hymn to develop an identity that could effectively communicate their values of collectivity, scalability, high performance, and exclusivity, while also seamlessly embodying a family-first approach. When crafting the identity for both physical and digital formats, Hymn faced the challenge of reconciling seemingly conflicting elements and values – Spring needed to be ‘bold yet reassuring, simple yet intimate.’ Furthermore, the branding had to express confidentiality while leaving a lasting impression. To string all of these disparate ideas together, Hymn drew inspiration from the natural world, creating a visual language conceptually centred around the ebb and flow of time. “As a family office,” explains Hymn Founder & Creative Director Alexandre Henriques, “Spring Equity Partners must on the one hand be anchored in tradition and at the same time look towards tomorrow.” This is precisely why Hymn selected Riviera as the brand’s primary typeface. The reimagined humanist sans serif had been designed by three renowned typographers at Swiss Typefaces, who gave a ‘Swiss-touch’ refresh to the 100-year-old British font. “Many of the typeface’s key characteristics have been preserved,” adds Henriques, “such as its vertically cut lines and pointed peaks, but the essence of the font has also been infused with a style that is distinctly Romand-Swiss, striking the perfect balance between classicism and modernity.”