Aviva Investors — Repositioning & refreshing a brand
Aviva Investors worked with OPX to develop an effective and engaging visual and verbal brand expression. One that would acknowledge their pride in their parent, Aviva, but which also positions Aviva Investors as a strong asset management business, alongside but distinctive from their competitors.
We undertook research and analysis into the business and its competitors. This included a review of the language and messaging used across the sector. We then identified scope for the business to create a distinctive and credible brand position. One that was intelligent and informed (as you’d expect from a leading asset manager) but which is also energetic and engaging, and clear and candid.
Our goal was to then to express this positioning, clearly and consistently through the company’s visual and verbal identity. That meant defining operating principles to drive internal behaviour, and developing a clear brand personality to underpin how the business writes, speaks and looks.
We are currently rolling the brand out through a broad range of material in print and onscreen. A full series of guidelines will ensure this refreshed brand approach is firmly embedded within the business both in the UK and internationally.
