Following the completion of a merger last year, the provider of business services to help companies and private capital funds grow has set out a new strategy and purpose, and changed its brand.

Vistra, which last year wrapped up its acquisition of Asia’s Tricor Group, has announced a new logo, brand and approach that invites clients to “feel the flow” as they remove barriers to growth goals.

Vistra completed its merger with Tricor – a business expansion specialist in Asia – in July. The merger was supported by BPEA Private Equity Fund VIII. Tricor has rebranded under the Vistra name.

“Amid geopolitical uncertainty, regulatory change and economic volatility, businesses are facing the challenge of navigating ever-growing complexity across the globe. The result is friction that slows progress,” Simon Webster, CEO of Vistra, said. “By delivering a compelling proposition through our reimagined Vistra brand, we help companies and private capital managers by alleviating the friction that can impede progress and prosperity.”

Asked what this new campaign consists of, a spokesperson for Vistra said: “The announcement is not just about a new brand campaign, but the result of a much more comprehensive reimagining of the company following its merger with Tricor, which completed in July last year.

“Vistra’s sector has in the past been quite traditional – a ‘sea of sameness’ – so this shift also provides an opportunity for Vistra to establish itself as a force for global progress, building a differentiated positioning as it starts a new growth cycle.

“This process has seen the company redefine almost every aspect of its business – from its brand (with a new logo) to its aspirations, values, and culture, and even to how it presents and delivers its services for clients,” the spokesperson said.