Lincoln International
Standing out in a crowded, competitive, mid-market investment banking landscape
In just twenty years, investment bank Lincoln International had grown from a single location in Chicago to 15 offices globally and more than 500 professionals. Now it needed a brand to reflect its elevated stature in the increasingly competitive investment banking arena.
Client and prospect research revealed that while the marketplace expects superb execution, what it most values are deep, authentic relationships and access to industry perspectives. In a field that’s all about transactions, clients seek a deeper connection built on trust and expertise and the exchange of unvarnished viewpoints. Research also showed that “global presence” in itself is no longer a decision driver; clients are looking for global connections – bankers who can work seamlessly across practices, offices and borders to deliver results.
The new brand focuses on personal connections – among the firm’s people and with their clients. It strongly communicates that these authentic linkages, which transcend offices and borders, provide the framework for sharing Lincoln’s unique viewpoints on industry dynamics and investment banking trends.
