• Challenge

  Old Mutual Global Investors, a client of five years, was demerging from their South African parent. They needed a new identity without losing their hard won brand equity.

• Approach

  Rebrand the business with a new name and visual identity that reflected the refreshed business yet retained the underlying values as much as possible.

• Solution

  We took inspiration from Maria Merian, the 17th century naturalist and illustrator, reflecting the company’s ability to balance both the art and science of investing.

• Result

  The relaunch was very well received across the industry and has contributed towards a more energized and positive culture in the reborn business.