Every brand has to stand for something. The Watermill Group is a strategy-driven private equity firm with 30 years of experience and a proven track record of high returns. They’re known for acquiring distressed companies that other firms may pass up because they see the value that lies below the surface of ‘the numbers’. The Watermill team initially engaged M Space to redesign their logo, identity and marketing materials. So many financial services companies communicate in a sea of sameness, it was essential to distinguish Watermill from its peers. The folks at Watermill are modern strategic thinkers. Their look is classic, but fresh and smart. We put a warm spotlight on their proven record of success and ability to see below the surface. And the water images help tell this narrative while reinforcing the water element in the Watermill brand name.