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Joconde
Beyond the Obvious
Strategy / Positioning / Brand Architecture / Naming / Identity / Logo Design / Brand Territory / Reveal Film / Online & Offline Rollout / Experience
A bold name to echo a new ambition.
Kerria AM, Jerikho IM, Mineral Capital and Arioka Finance, specialists in investment and asset management, come together under a single brand: Joconde. Founded in 2020 by Geoffroy Mestrallet and Thomas Zaepffel, the group entrusts Carré Noir with the creation of its name, positioning, brand architecture and visual identity.
To embody this shared ambition, Carré Noir creates Joconde, a name inspired by French heritage and designed to resonate internationally. It evokes the long term and the value that reveals itself beyond appearances. Its tagline, “Beyond the Obvious,” expresses the ability to look at opportunities from a different perspective.
The visual identity brings this vision to life through a universe inspired by the parallax effect, playing with perspectives, scale and light. The transition from raw to refined materials symbolises the transformation of opportunities into lasting value.
Carré Noir also develops a brand architecture bringing together the group's five entities: Joconde Asset Management, Joconde Investment Management, Joconde Private Capital, Joconde Debt Solutions and Joconde Investor Solutions.
Rolled out across all physical and digital touchpoints, this new ecosystem establishes a unified brand identity and supports Joconde's growth ambitions in France and across Europe.
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”Since our beginnings, we have built the group by remaining attentive to our investors’ needs while also staying alert to emerging opportunities, whether in new markets or across new asset classes. Our expansion into the Iberian Peninsula is a natural continuation of this approach. We intend to maintain this momentum by exploring new markets and asset classes, while upholding the same high standards in investment selection and ensuring consistency across our strategies.”
Thomas Zaepffel, co-fondateur de Joconde.
