Ashburton was the investment management arm of First Rand Group, one of Africa’s largest financial services companies. After introducing new, innovative products, investment managers Ashburton felt their brand no longer reflected the breadth of their offer, or their innovative and creative approach. Their objective was to move away from the perception in their existing market in South Africa and the Channel Islands of a conservative, low risk investment house to a much more dynamic one. Alongside that they also wanted to increase awareness of their brand within the target markets of the Middle East and the UK.
After identifying the ways in which Ashburton put together unique investment portfolios using component parts that are common to most other investment houses, we identified ‘Insightful’ as the new brand positioning. Our generative idea ‘The way we see things’ inspired our Critical Thinking on the creation and development of the brand identity, leading to the set of award winning animations we created for products.
The clarity around Ashburton’s positioning has helped them in transitioning their business from a ‘direct’ to a ‘brokered’ business. They have created new partnerships, and have increased market share through the turmoil of the past few years. In fact their performance led to First Rand deciding to integrate them more fully into the First Rand offering and has meant (unfortunately) that Ashburton have now had to adopt many elements of that visual identity.