Asset Management Branding & Website

Fable&Co were approached by Magellan Advisory Partners to help craft & launch a new brand identity on the back of a demerger from a well-established executive search firm.

Specialists among generalists, Magellan pride themselves on their commitment & dedication to servicing clients solely within the Asset Management industry.

Our aim was to create a unique visual identity, which reflects the specialist nature of this industry & will enable Magellan to attract clients who demand highly sought-after senior executives, that meet their critical hiring needs.

The Strait of Magellan

By delving deeper into the name & connotations surrounding ‘Magellan’ we were able to explore narratives & visual stimuli that would ultimately lead us to the concept around lighthouses & navigation.

The strait of Magellan is the most important natural passage between the Atlantic & Pacific oceans & is considered difficult to navigate due to frequent narrows & unpredictable wind currents.

Ascertaining similarities between this & the ever changing Asset Management environment, we were able to focus in on certain things such as guidance & navigation, this led us to look at the more than forty lighthouses which occupy the waterways along the strait, & focus in on the symbolic meanings of them & what they represent.

A lighthouse sits in an important location with incredible views, serving as a navigational aid & is relied upon for clear signals & direction. It often symbolises the overcoming of challenges & offers guidance, signifying a way forward & help in navigating through the world.

Although a lighthouse from the outside is a well-recognised sight, the inside is often unseen & remains undiscovered by most, except the keeper. This became the key focus of Magellan’s photography.

The Identity

A sophisticated new abstract icon was crafted, inspired by the lights that beam from a lighthouse serving as guidance over treacherous waters during the hours of darkness & poor visibility.



Research & Brand Strategy
Logo Design
Brand Positioning
Brand Identity
Corporate Identities
Website Design & Development
Mobile Website Design & Development
Corporate Stationery Design
Promotional Merchandise Design
Marketing Materials
Creative Consultancy & Project Management

The Online Experience

The new Magellan Advisory Partners website was crafted using a host of contemporary user activated animations, set within a creative, yet structured design layout. The new website offers a host of information about the services Magellan offer, along with an insights page that provides in-depth market & leadership insight across the ever-changing Asset Management sector.

A Lasting Impression

Fable&Co. were commissioned to create a host of deliverables such as a fully animated Powerpoint presentation deck, stylish report covers, email newsletter templates, word templates & design application across social touch-points.

The quality, consistency & continuity across the vast range of branded corporate communications ensured that Magellan Advisory Partners demonstrated a superior level of corporate professionalism & excellence.


The team at Fable&Co. followed a methodical process to fully understand our industry and our business. Their professionalism, expertise and insight was incredibly valuable and ensured our brand not was not only ‘industry-ready’ but reflected us as individuals. Fable&Co’s attention to detail has enabled them to deliver to the highest quality. We are thoroughly impressed and look forward to continuing this valuable working relationship.

– Prem Panesar, Magellan Advisory Partners

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