Tulcan Anthem: A Brand with Purpose

This video, titled Anthem, is the culmination of a brand-building process that reflects Tulcan’s deep purpose—one that goes far beyond most private equity firms. In fact, Tulcan doesn’t see itself as a traditional private equity company at all.

The heart of this video lies in its audience: the employees of the companies Tulcan owns. It’s about providing security, fostering longevity, and preserving legacies. By flipping traditional marketing on its head, Anthem takes a bottom-up approach, focusing on the people who make these companies thrive.

For owners considering Tulcan, the message is clear: their companies will be in good hands. The employees will be cared for. Vendors and partners will feel secure. Future prospects can trust that the businesses they’re working with are backed by Tulcan’s unique philosophy.

Visually, the focus is on what Tulcan does and how they do it differently—without drawing comparisons or calling out competitors. After all, when done right, Tulcan doesn’t have competitors. This video tells that story.