SOCIIS is Latin for 'partners'. The company is focused on two main outcomes for customers: de-commoditizing their investment products and services, and telling their stories effectively.
By de-commoditizing, we mean firmly establishing the brand and its promise in the minds of customers so that they are not seen as just another building block in a larger portfolio but rather are seen as partners (sociis) working to achieve a common goal.
By story telling, SOCIIS premise is that people haven't changed much in the last couple of thousand years: What we really enjoy is a good tale, a good story, that draws us in and engages us on an intellectual and emotional level. A good story also tells us something about ourselves and our aspirations, and makes us participants and not just passive listeners.
Personally I like the effective use of negative space, and logos, etc., should easily transformed to monochrome for various uses. Designs that are a little edgy, or even retro are OK as well. Overall, though, simpler is better and too much complexity is not really something I like (if it's too complex, it's hard to get it to 'stick' in customers' minds).
Finally, while the main client focus is hedge funds, SOCIIS is also involved with a number of social enterprise activities related to using CSR to engage with customers more effectively.