The fund was called Aldergate Partners, which is a fine name and entirely unmemorable. Their record was excellent. Their pipeline came almost entirely from personal networks.

Renaming a company with a good record

Renaming is mostly a legal exercise. We generated four hundred candidates, cleared eleven, and shortlisted three. Meridian Row won because it survived being said out loud in a Zurich meeting without anyone asking how to spell it.

The brand that followed leaned hard on the record — an annual letter, a properly typeset performance table, and no stock photography of handshakes anywhere.