A brand refresh for a firm in an evolving financial landscape 20 December 2017
Man GLG is a global business established in 1995 and is the discretionary investment arm of Man Group, managing a diverse range of alternative and long only investment strategies including Equity, Credit and convertibles, Multi strategy, CLOs and debt, and Fixed income.
The market environment in which Man GLG operates has changed dramatically over the past few years. Their sophisticated target audiences are not only seeking good performance, but following the financial crisis - they are also looking for stability, integrity and transparency.
Living were tasked with creating a refreshed visual brand to reflect their distinctive proposition and entrepreneurialism which would appeal to their target audiences. We strategically tackled the challenge by undergoing an intensive discovery phase, which would define their proposition statement and brand values. This would form the foundations of their new brand messaging.
We have delivered a new brand that expresses the strengths of Man GLG in a clear and compelling way. The new visual expression of the firm articulates its areas of focus in a way that is more dynamic, creative and credible. The overall effect is a powerful and visually rich visual identity that is appropriately distinctive to stand tall in an ever-increasing competitive, crowded marketplace.