First Quartile

PRUPIM is the second largest real estate investment manager and yet had always traded under the Prudential brand – which also happened to be their largest client. This was confusing, yet to move from Prudential was to risk throwing away a powerful legacy brand built up in over a century. In certain circles the business was known as PruPIM. We formalised the name to retain a link with Prudential, yet provide a basis for an individual identity. Around this we created unique brand values, core messages, a tone of voice and a distinctive visual identity, making it a powerful and distinct part of the Prudential group of companies.

Friends Ivory and Sime were an amalgam of many merged asset management companies, and the brand failed to demonstrate the strength of the underlying business. Working closely with the Marketing Director, we helped to establish the new ISIS Asset Management brand, creating a new logo and identity which we carried through to all literature and e-media.

Library House discovers, researches and profiles fast-growth, innovation-led private companies, their people and investors. City institutions and investors were a major target audience. We were asked to rebrand the business to ensure that it clearly demonstrated its core strengths appropriately for their target market. The process also involved creating interlinking product brands, providing each with a powerful identity. Library House is now firmly established as a leading player in the market.

Capital Cranfield is an independent firm of pension fund trustees whose brand had evolved without strategy following an earlier corporate merger. We analysed the business’s core values and desired strategic brand, and devised appropriate identities for its diverse activities. Capital Cranfield has since become one of the leading firms of independent trustees.