Rebranding a 50-Year-Old Asset Manager

In asset management, a strong reputation for rigor is not enough in a more competitive landscape. Firms need a distinctive presence and a clear point of view to stand out.

A 50-year-old asset manager, known for rigorous thinking and disciplined investing, needed a modern brand and a sharper market position.

The asset manager needed to:

• Modernize its brand while keeping its institutional credibility.
• Sharpen its market position in a more competitive landscape.
• Build a distinctive presence around its view of active investing.

Sia, through its creative arm SiaX, led a brand transformation rooted in the firm's legacy:

• Positioning and identity: a new positioning, and verbal and visual identity balancing institutional credibility with a confident, contemporary point of view.
• Campaign platform: an integrated creative system across video, digital and brand communications.

The firm gained a sharper perspective on active investing:

• A new brand platform, visual identity and integrated campaign system reintroducing the firm to the market.
• A differentiated market presence built on a distinctive view of active investing.
• Proof that market leaders can evolve without abandoning their heritage.

By combining brand strategy and creative execution, Sia helps established firms evolve without losing what makes them trusted.