To clearly define what their brand should stand for so that it allowed them to differentiate themselves in the asset & investment management category as well as encapsulating the business's core values and investment approach. And a new name and identity that reflect the new positioning and the diversity of their ownership.
The senior client team were very involved in the project and all were engaged throughout the process.
We kicked off the project with the insights gathering phase which included an immersion session with the senior team as well as information trawling all company and publicly available data. The insights were compiled into a comprehensive summary that would inform the brand strategy.
Based on our insights into the category (locally & globally), competitors, stakeholders and the business, with the client we workshopped some potential brand positioning territories and identified the best route. This was refined to create the brand positioning. This guided the criteria we developed for naming and ensured that the names that made it onto the shortlist supported the brand positioning & were aligned to key market trends.
Following the choice of the new name, (Element Investment Managers),Yellowwood set about designing a new corporate identity for the brand. The first phase was to unpack the competitors' identities to understand any visual "rules" of the category as well as identify opportunities to differentiate from competitors. The new logo was developed following rigorous exploration into typefaces, colour use, symbols, etc. and was stress tested to ensure its robustness in any medium. A visual language was designed to support the logo and to complete the visual identity. This was then rolled that out on to all corporate collateral.