A WEALTH OF EXPERIENCE
Brand Positioning
Brand Identity
Brand Collateral
Digital persona
Brand Guidelines
Insight
Maple-Brown Abbott had a long and trusted heritage in the investment management market. Even though their investment strategies were progressive, the brand was stuck in the past. The current identity was not memorable and the brand icon, loosely based on a stack of gold coins, lacked intelligence and relevance.
Vision
The new visual identity needed to better reflect the positioning of client focus, heritage and trust. The vision was to create a corporate identity that delivers a consistent brand approach across all touch points. The new branding system would instil confidence in their clients and ensure relevance in the investment management market.
BEFORE:
The logo was stuck in the past feeling more like a backyard accountant than a high end investment firm to entrust your hard earned to. The ‘stack of gold coins’ icon as a metaphor was lost on most and didn’t represent the more progressive investment strategies MBA employed. The colour palette was cheesy (blue suits and gold bullion) and the imagery was touristy appealing more to overseas investors than those closer to home.
AFTER:
The new brand exudes strength and confidence, proudly announcing the founders and is crowned with a crest-like monogram of their initials MBA. Including the heritage with the strap-line gives clients piece of mind that they know their way around the investment game and have been doing it for a long time. The visual promise is now one of approachable intelligence with a modernity that shows future focus.
