Capture your brand's essence

Your brand is more than a logo. It is the reflection of what you want to be known for and why people choose your business.

Encapsulating your company's differentiating features and how you work, it forms the foundation for your external messaging.

Why you need it

Authentic positioning

A clear brand narrative creates authenticity for your brand, which is essential for building trust with your audience. 

Build trust

A strong brand promise and the ability to deliver on it allows you to gain your audience's trust. 

Internal motivation and conviction

Internal teams buy into authentic brands, creating motivation and conviction among your workforce. 

Our approach to developing an authentic brand



We take the time to understand your objectives for developing your brand, as well as particular areas of challenges. 




We do a deep-dive into the business, finding out about your attributes, strengths, values, personality and purpose. As part of this, we delve into how your audience views your current brand, alongside that of your key competitors. 

To get an internal perspective, we conduct a series of interviews with key stakeholders, for their thoughts on the business, diving into strengths, opportunities and areas of focus. 



At this stage, we are in a position to play back the key findings from our research and interviews. This takes the form of discussions and workshops where we look to share a distillation of the key findings to see what resonates with your business. 



We create a narrative that encapsulates your purpose and encompasses your values, characteristics and differentiators. This is backed up by evidence from our research and interviews. The narrative is a foundational element that enables you to start developing your imagery, tone of voice, and personality.



The final stage focuses on developing your visual identity and tone of voice, so that it aligns with your overall purpose and positioning. 

This includes every aspect of your visual identity - from font and colour palette to photography and iconography. We help establish a set of brand guidelines that will ensure consistency for future work.




After the designs are signed off, the implementation and integratioof it into all parts of your organisation begins – internally and externally. We help with rollout and communication plans, both for your internal team and external stakeholders. 

How can we help you tell your story?

Other articulate services

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Capability articulation

Convey your difference in terms of asset class, strategies or ESG approach in a compelling way that stands out.

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Market segmentation

We help you identify how to group your clients so that every message you send feels exactly relevant to them.

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Sustainability positioning

Addressing sustainability is a crucial issue for the investment management industry and having an authentic ESG position will set your firm apart.

Clients we've worked with

Nedbank Private Wealth
Square Mile Research
Majedie Asset Management
Columbia Threadneedle
Amundi Pioneer Asset Management
Janus Henderson Investors
MFS Investments
T.Rowe Price
Santander Asset Management
BNP Paribas
Aberdeen Standard
Columbia Threadneedle Investments
GAM Investments
Legal & General Investment Management
First Sentier Investors
BNY Mellon
EdenTree Investment Management