A new JV brand for two leading firms in finance

In the wake of growing supply chain disruptions in recent years, triggered by events such as the pandemic, geopolitical tensions and a changing macroeconomic environment, companies have been increasingly focused on ensuring greater resiliency in the supply of key goods and raw materials.

Pemberton Asset Management and Santander, a leader in trade finance, joined forces to create a global innovative inventory solutions company for businesses with complex supply chains.

The new partnership asked Straightline to create the name and brand, identifying what the brand stood for, complete with a verbal and visual identity.

Following an industry and competitive landscape review, Straightline put emphasis on ‘why’ the JV was created beyond its rational function. We leveraged the business vision to position the new entity as the partner that helps regain resilience and control over supply chains by rethinking the traditional models. 

This had to represent both the grounded and challenger characteristics of the brand: finding a genuine balance between being a company of substance, with experienced, solid founders, and an agile company able to reshape the path ahead. 

Working closely with the leadership, we then created Invensa, a name which conveys the idea of innovation and possibilities as well as a sense of status and gravitas. While reminiscent of inventory, Invensa carries a wider meaning, making it future-proof and supporting the entity’s potential to  expand beyond this category. 

Bringing the brand to life, and respecting the project’s very tight timeline, we developed key messages, tagline and visual identity ensuring each would stand out from competition. Available for strategic brand counsel, we supported the team to be ready for the launch via Bloomberg and LinkedIn creating key elements such as a simple, yet impactful website homepage.