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Aviva Investors faced a conundrum.
As part of a global group it needed to articulate its relationship with its parent and draw on that strength. But crucially, it also needed to position itself in its own right as a specialist at the forefront of the asset management sector.
To begin with we analysed the sector’s language and messaging. This gave us the scope to craft a distinctive and credible brand position. One that’s intelligent and informed, energetic and engaging, clear and candid.
This positioning formed the guiding principles that shape how the business speaks and looks.
Guidelines and training workshops have ensured the refreshed verbal and visual identities are embedded across the business, but they’re simply tools. What’s crucial is a carefully considered approach that positions Aviva Investors as an integral part of the Aviva Group and a distinctive presence in the global asset management sector.
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