Making over a boutique asset manager
Challenge
Threadneedle Investments, a London-based asset manager, had a visual identity that was stuck in the past and sending the wrong message to both investors and their US-based merger partner, Columbia Management. Determined to sharpen their image and strengthen their perception stateside, they called on us for some fresh design thinking.
Solution
An audit of Threadneedle’s work revealed their dated design was not up to the same standard as Columbia’s. We refreshed the brand look by modernizing the typography, designing open and accessible layouts, and creating clear guidelines for photography. A comprehensive style and brand manual consolidated the new refinements.
Results
Our new ways of combining and refining the original brand ingredients resulted in a perceptible heightening of the brand’s aesthetic which played well internally and scored high marks with investors. Given that their materials were on par with the best out there, they signaled a confident and equal peer to their new partner, Columbia.
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“Frankenstern are exceptionally talented designers and a delight to work with. They bring huge enthusiasm to each brief as well as real focus and a desire to understand the audience and the objective—they create designs that have those two things at the heart of them. What's more, the work is beautiful.”
Alison Jefferis, Head of Corporate Affairs
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