Managing investments across a portfolio of category-leading consumer and business services brands, TDR Capital wanted a digital presence that better reflected its ambition, culture and differentiated approach to investing. As a top-20 UK private equity firm by assets under management, the business required a website and brand experience that felt sophisticated, contemporary and distinctive within the private equity market.
Working closely with TDR’s leadership team, the project began with a strategic discovery phase exploring the firm’s culture, positioning and long-term ambitions. Through management interviews, a staff survey and a review of the wider private equity landscape, we identified the central proposition of “An independent mindset” — a positioning designed to reflect TDR’s entrepreneurial thinking, decisive approach and ability to see opportunities differently.
Building on this strategic foundation, we evolved the visual identity to introduce greater sophistication and clarity while retaining the strength of the existing brand. The new website brings this positioning to life through motion, video and carefully structured content, creating a more engaging experience for investors, management teams and stakeholders alike.
This latest launch represents another exciting addition to Friend’s growing portfolio of work in private equity, demonstrating how strategic positioning, storytelling and digital design can help firms communicate with greater clarity, confidence and distinction.