Maestro was created and designed by Accordion to address PE’s greatest evolving challenges, channeling years of expertise and insight into portfolio operations best practices, but it needed its own strategic positioning and brand personality. Early in the project, we hosted a strategy workshop and identified key target audiences and personas. In addition, we explored the attributes our client wanted their partners to associate with Maestro. This work provided direction on architecting the website, and eventually inspired the creation of the Maestro character. Our design team tailored stock illustrations to bring the Maestro story to life.

Central to our client’s culture is the thought that a maestro (conductor) needs their ensemble to thrive. Clients are referred to as partners, because licensing the DPM software is not a “one-and-done” sale. Through key messaging and design, we reiterated the importance of not only a client relationship, but an ongoing partnership. Today, Maestro has two programs that support this goal: the Content Partner Program and the Channel Partner Program. Both help clients gain a bigger private equity audience and drive home the ROI of teaming with Maestro.