Our new work for Premier Miton Investors is a classic example of the way we approach a rebrand. They are an established and successful investment manager but their communications weren’t properly reflecting what was unique and exciting about their offering.

What they needed was a completely fresh approach.

From scratch.

As our understanding of their business grew, it became clear that Premier Miton has a huge personality and a different approach. The phrase ‘we give our fund managers a blank sheet of paper’ kept cropping up in conversation. What they meant by this was that their fund managers are encouraged to have distinctive and ownable views of the market and aren’t afraid to go against the status quo.

In other words, they’re encouraged to think originally.

Something that’s surprisingly rare in the investment industry.

Hence our new positioning of Original Thinking and the device of a blank sheet of paper. This is not only the creative device in all of the advertising but also throughout their new look. It even features at the heart of their new logo.

The launch campaign is a particularly bold expression of the blank sheet; there aren’t many clients out there who would pay for a full page in the quality press and then leave 95% with nothing on it, but Premier Miton did.

And that’s Original Thinking in action.