Unlocking an independent spirit

One of the UK’s most respected investment managers was facing a highly competitive market. We tapped into their unique personality to create a new brand that has raised awareness, and positioned M&G for growth in Europe and the Far East.

M&G was facing some tough competition in the retail sector, and with new opportunities in Europe and the Far East, they needed a brand positioning and identity to capture the unique culture and spirit of M&G, and help raise awareness of the brand. We developed the band strategy that positioned them as ‘heavyweight investors with an independent spirit’ and then created a new and distinctive visual style for the organisation.

Our new brand identity has led all aspects of their communication, including their recent sponsorship of the Chelsea Flower Show. Since launch, the new brand has had a major impact on catalysing and inspiring the internal team at M&G, as well as differentiating the brand for customers.