Tag: Web development

  • Ultimus Fund Solutions unveils its evolved brand, created in collaboration with brand consultancy Tenet Partners

    Cincinnati, Ohio (July 28, 2026) – Ultimus Fund Solutions today launched an updated brand that reflects the evolution of its business, expanded capabilities and increasingly integrated approach to supporting fund and asset managers. The refreshed identity is designed to better represent how Ultimus serves clients today while remaining grounded in the service-first approach that has long defined the company.

    Ultimus Fund Solutions provides essential fund administration and investment operations solutions to advisors and fund managers across public and private markets, with the proven ability to solve complex challenges. Ultimus is one of the largest independent providers in the U.S., an industry mainstay with a reputation for consultative service and optimized solutions that sets it apart.

    “We’ve made this move because the world has changed and so has Ultimus,” said Alissa Doherty, VP of Marketing, Ultimus Fund Solutions. “As market complexity continues to increase, we’ve evolved alongside our clients. This new expression of Ultimus aligns with the true scale, scope and connected nature of the platform we’ve built. We also believe it’s modern and visually striking, and are proud of the new image we are putting into the market.”

    Ultimus™ Better outcomes, by design™

    Tenet Partners worked in close partnership with Ultimus to develop the new brand, which introduces an updated logo, brand architecture, new visual and verbal systems and a transformed website. The company’s renewed vision, mission, promise and messaging showcase its ability to build on its expertise and strong client relationships by using technology as a force multiplier, enabling consultative service at scale.

    “A brand refresh done well offers a chance to listen to a firm’s people, honor its history and create a new story that everyone can see themselves in. I’m grateful Ultimus trusted us with helping to build their story,” said Beth Flom, Senior Partner, Research and Strategy, Tenet Partners. “We set out to capture the uniqueness of the firm and its distinctive approach to delivering consultative service at scale. Together, we believe we did just that, as well as an outcome that will continue to propel Ultimus.”

    Today, the refreshed Ultimus brand is live at www.ultimusfundsolutions.com. It reflects the company’s evolved vision and new identity, brand architecture and a unified story that spans the entirety of the firm.

    About Tenet Partners

    Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality.

    www.tenetpartners.com

    About Ultimus Fund Solutions

    Ultimus Fund Solutions is a leading provider of essential post-trade fund administration and investment operations solutions to fund and asset managers of all sizes. With technology-driven efficiency, cross-domain expertise, and a consultative approach, Ultimus is committed to delivering optimized solutions and superior service at scale. The firm employs more than 1,200 seasoned professionals, servicing over 2,500 traditional and alternative investment vehicles and product wrappers, with more than $775 billion in assets under administration. For more information, visit www.ultimusfundsolutions.com.

    For more information

    Jessica McHie
    Photo of Jessica McHie Partner, Business Development
    Business Development and Marketing
    Tenet Partners
    11 West 42nd Street
    Penthouse Floors 31/32
    New York, NY 10036 US
    +1 212 329-3166

    ###

  • IBM – Transforming the technology conversation

    IBM – Transforming the technology conversation

    From typewriters, to personal computers, to servers, IBM’s history has been for decades rooted in hardware. While efforts were made, with the acquisition of firms like PwC, to shift its position to one of a business consultative partner, it was clear that much more was needed to influence the marketplace perception of the company that was referred to as “Big Blue”.

    To get a full measure of the transformation that took place at IBM over the last two decades, one has to take a trip down memory lane. Before the world became irreversibly interconnected. Before, in the words of former IBM CEO Lou Gerstner, elephants could dance.

    Transformation No. 1: putting the “e” in business

    As early as 1995, prior to the arrival of game changers like Amazon and eBay, IBM was busy re-engineering how business would be conducted in the new century.

    Together with our colleagues across all IBM business units, Tenet Partners went to work to communicate IBM’s revolutionary vision, across markets, industries and geographies. The main challenge? How do you make what had been a back-end story become part of the conversation in the corner office.

    While this was, no doubt, a monumental task, the solution was relatively simple. The overall culture had to change from an insular position of “producing products to sell and that the world would, unquestionably, buy” to one that took the time to focus on clients’ needs, what problems they were looking to solve. Tenet was there to help IBM take its first steps into what we know today as content marketing.

    Tranformation No. 2: changing the company’s architecture to align with strategy

    With no one paying close attention, IBM had evolved into a siloed federation of businesses. This had the effect of diminishing the overall value of IBM and the comprehensive portfolio of offerings. Decision was made to revisit this business architecture and do away with the barriers that had been erected between its various operating units. Sub-brands were sunset and all were to rally around the singular idea of IBM as the purveyor of end-to-end solutions.

    Transformation No. 3: retooling the sales force to fuel meaningful conversations

    IBM took center stage as the champion for innovation that matters. That bold position had to be reflected in the way its sales teams interacted with clients. This meant further transformation in sales enablement. Moving away from the old push-content strategy, Tenet helped create interactive tools that put customers in the driver’s seat.

    The dynamic computer-based environment enabled IBM clients to start the conversation at the beginning: their business goals. Using the same tool, the sales team could then discuss how to put technology to work to solve these same issues. This was the beginning of a true partnership with IBM as the enabler of client innovation.

    Transformation No. 4: defining the imperatives for a smarter planet

    While the world might have gotten flatter, its complexities were, by no means, getting smaller. Neither was IBM’s challenge to continue fueling growth. To insure success, IBM set out to transform not only how business was conducted but how the whole planet lived. Enter the era of big data and analytics.

    Tenet’s role was to ensure that the corporate strategy traveled across the enterprise. Our team of content strategists and designers worked hand in hand with IBM to demonstrate the power of data when it is turned into actionable information. Moving away from more traditional marketing collateral, we focused on other avenues such as thought leadership papers and ROI research.

    The team also worked at enabling IBM to have a voice in the increasing mobile public square. This required a refined approach to how IBM communicated with clients: information design that traveled across devices, compelling infographics, innovative data delivery and an active participation in social media.

    Transformation No. 5: the never-ending journey

    A true sign of leadership is one’s adaptability and ability to seize on new opportunities. IBM has undeniably earned its place at the leadership table as it pushes the limits of the possible through metamorphic concepts like the cloud.

    Today, Tenet continues to play an important role in supporting this societal influencer and its mission to continue to grow and improve the quality of life – and business – for everyone.

  • Green Street Advisors – Capturing the distinct brand of a leading real estate advisor

    Green Street Advisors – Capturing the distinct brand of a leading real estate advisor

    Real estate investors are always looking for an edge – a way to get into the market at the right time, with the right strategy. That takes real skill, as demonstrated by Green Street Advisors. Founded in 1985, this pioneering firm has earned a reputation for delivering results. The unmatched depth and quality of Green Street’s perspective on the U.S. real estate market and the objectivity of their insights and analysis has made them the dominant voice in the industry.

    From inward confidence to customer-centered value

    The company had a confident, “California cool” personality that served it well as it grew. But with ambitions to capture a bigger share of the growing global market for in-depth research, Green Street knew it had to offer a customer experience that delivers the well-established quality of the company’s information and insights.

    So began the brand-building process that involved key stakeholders across the organization and Green Street’s customer base. Tenet Partners conducted intensive research to gain a full understanding of the company’s vision and values. That informed recommendations for a new brand strategy that emphasizes how clients rely on Green Street’s expertise to make smarter investment choices. That brand promise is captured in the tagline that shows what customers are able to accomplish by working with Green Street: Enabling better decisions through better research. This acknowledged what Green Street was known for, while making a subtle shift from internal focus (better research) to customer value (better decisions).

    Adding value to the customer experience

    Tenet designers captured the new brand promise and personality in a logo and design system that evokes precision and accuracy, coupled with enterprising drive. It was a departure from the previous “cool” image that communicated forward-looking change – a clear movement onto the world stage.

    The next step was to recraft the customer experience itself. Working together with Green Street’s analysts and IT group, Tenet’s strategy, design and digital teams created a new user experience for the firm’s clients that drove the core idea of the brand through to product and information design.

    The company delivers research to analysis to its clients through emailed reports and an online portal. These are the heart of the customer experience, and they needed to pay off on the concept of decision enablement like never before. That meant a redesign that was more than skin-deep: it had to create a direct, clear path to Green Street’s actionable insight. The combined team revisited the architecture, navigation and format for the research portal and electronic report templates. This made it easier for clients to find, view and compare different kinds of information.

    Entering the world stage

    Green Street’s new positioning, identity and customer experience gave the firm what it was looking for: a launching point for strategic entry onto the world stage. Green Street wanted to make a splash with its first foray into Europe, and it did. The firm opened its new London trading desk on the same day that the brand was launched.

    Since that day in 2008, Green Street has thrived, successfully weathering the real estate crisis. Today, it’s the preeminent independent research, analytics, trading and consulting firm to the commercial real estate market in North America and Europe.

    The proof of performance

    2015 marks Green Street’s 30th anniversary and the numbers show just how successful its strategy has been. Over the last decade Green Street’s recommendations generated annualized total returns of 25%. A high rate of return by any measure, and doubly impressive given that the overall real estate investment trust market achieved just over 11%.*

    * Returns based on the FTSE NAREIT All Equity index. Source: REITs and Real Estate: Complementary through good times and bad. TIAA-CREF Asset Management, Fall 2014.

  • Rockwell Collins – Soaring to new markets

    Rockwell Collins – Soaring to new markets

    Innovation marks a company’s ability to sustain competitive advantage and market leadership. Without question, Rockwell Collins enjoys a reputation as one of the most future-focused companies in the world. More precisely, Rockwell Collins is known for innovation that performs in the most demanding applications without fail. From its participation in the space program in the 1960s to designing the most advanced avionics and communication systems in use today, Rockwell Collins is the brand that customers charged with delivering critical missions count on.

    Defining independence

    While its history is worthy of celebration, it also presented an interesting dilemma for Rockwell Collins as it sought to clarify and strengthen its identity after spinning out of the conglomerate, Rockwell International. The Rockwell and Collins names are deeply embedded in the history of America’s aerospace and communications equipment industries – each with a powerful legacy and a source of great individual pride. Unfortunately, these strong brand names kept the combined Rockwell Collins from seeing itself as one entity.

    When heritage meets innovation for the benefit of customers

    Starting with a deep look at the business and research with customers, investors, employees and other key audiences, the Tenet team guided management as they made the choice to keep the name for the company, embark on a new strategic positioning and innovate its brand to achieve future growth ambitions.

    Tenet reaffirmed and articulated the Rockwell Collins brand attributes: a heritage founded on reliability, a continuous drive toward innovation and a relentless commitment to building strong customer relationships. The brand promise, Building trust every day, conveyed a clear sense of purpose. Together with a bold new word-mark, dynamic visual and verbal identity, website, and brand engagement programs, the stage was set for a reinvigorated culture and market momentum.

    With confidence and revitalized energy, Rockwell Collins was ready to move forward. That’s reflected by its rapid ascent as one of the most admired and best performing companies in America.

    Preparing for the 2017 Paris Air Show

    The bi-yearly Paris Air Show provides the biggest audience of OEM and manufacturers of commercial and military systems. In 2017, the show offered a prime opportunity to position Rockwell Collins as the leading provider of solutions that span the entire aircraft, given their recent acquisition of B/E Aerospace. It was an important venue to show the full cockpit-to- cabin expertise of Rockwell Collins, and to position the company as innovative and forward-thinking.

    Tenet Partners created a common theme for all media surrounding the Paris Air Show that captured the spirit of innovation from Rockwell Collins: “See the future from here.”

    To maximize the power of a consistent message, Tenet mapped visitors’ journey along the path of their potential media exposure bought by Rockwell Collins. Next, we produced digital ads to cover wraps and ads in aircraft industry magazines, air show billboards and ultimately the entire Rockwell Collins chalet, from inside video to outside signage. Rockwell Collins’ signature color identity and evocative skyscape imagery were used across all visuals.

    Kelly Ortberg, CEO of Rockwell Collins, said, “It’s the best Rockwell Collins has ever looked.”