Twelve years after launching as a boutique fund manager, K2 Asset Management's consistently above average investment returns had placed them as one of the highest performing mid-tier fund managers in Australasia. Now with $1billion under management the directors had a clear business plan for future growth. Initially, our Blenheim Brand Therapy™ process enabled them to identify some clear problems and opportunities for their brand. Whilst their existing brand identity had served them well it was time to revitalise the K2 brand strategy and identity to clearly align it with their future business objectives.
A new brand positioning was developed around evidence that K2's past performance and investment strategies had provided positive returns and reassurance of downside protection in fluctuating markets for over 10 years. Refreshed brand values, personality and tone underpinned a strategic brand story for K2 that was built around the positioning line 'Vigilance Rewards'.
Confident, dynamic, detailed and smart were key personality traits in designing their new visual identity. 'K2' is modern and outspoken, and the K2 'mobius' device a clever evolution of their existing 3 sided pyramid. A clean and confident supporting visual language was developed and applied to their corporate, marketing and reporting material.
Staff and peers have overwhelmingly embraced the new positioning and visual identity. With a track record to back it up, it now clearly signals K2 amongst its competitors as an emerging major fund manager.
Brand and Communication Strategy
Web / Interactive / Digital