The Post
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Premier Asset Management: our latest branding project
We’ve been working on Premier’s new visual brand since August 2011, and now it’s been launched.
Premier has been through many changes over the past 20 years or so, but is now firmly established as a proven investment funds business, with a team of first-rate fund managers.
But its visual identity had not kept up with the company’s evolution, and in the Summer of 2011 the directors decided it was time for a change.
We started with research – interviewing senior members of the Premier team, creating an online staff questionnaire, and generally finding out the best things about the business.
This enabled us to identify the ‘DNA’ of the Premier brand – core qualities that differentiates it from competitors. The most important of these qualities is Premier’s INDEPENDENCE: it does things its own way; it gives fund managers unprecedented freedom; it’s independently owned, not part of a multinational group …and it works best with independently-minded advisers who don’t just follow the herd.
Next came the creative stage – bringing the brand ‘DNA’ to life with visuals. Our solution was simple: declare Premier’s independent spirit by waving a flag!
Our unique flag design is at the core of the new identity – starting with the company logo – and by applying this to everything Premier produces online and in print we’ve created the components of a powerful visual brand.
You can see examples of our other projects here.
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