The word ‘Eminence’ is defined as superior, having distinction and rank. Toast’s research lead to investigating ideas inherent in the game of chess. As a game of superior intellect, strategy and distinction, this concept managed to draw parallels with the strategic, tailored investment process that Eminence practises.

The brand icon took the form of an abstract crown to represent the highest piece on the chess-board coupled with a strong, modern typographic word mark. Sleek and sophisticated monotone chess images were used for brand imagery coupled with a set of informative brand statements to deliver a concise and direct message.