San Francisco-based alternative mutual fund shop Forward today unveiled a revamped website and a new brand for the firm, complete with a new tagline, “the new direction of investing.”

The firm worked with Wechsler Ross & Partners, a New York-based marketing consultancy focused on financial services, to develop the brand identity and translate it into digital and print communication systems.

The rebranding effort was led by Paul Schaeffer, Forward’s managing director for strategy and thought leadership, who made the decision not to change the firm’s name other than shortening it from “Forward Management” to “Forward.” “Together with our new tagline, ‘The new direction of investing,’ the name ‘Forward’ does reflect what our firm is all about—namely, a forward-looking, problem-solving approach that embraces new thinking rather than being tied to old assumptions,” he stated.

“Branding isn’t an event, but an ongoing process that weaves through everything Forward does.”

Forward is the advisor to the Forward Funds, which managed $5.2 billion in assets as of March 31.

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