Martin Currie – Revolution not evolution
With over 130 years of history and expertise, Martin Currie have well and truly cemented themselves in the market – which surprisingly, was part of the problem. They wanted to be perceived as a modern and progressive organisation, but with an old school brand and strategy, they were falling short of the new kids on the block.
They realised that they needed to present a more confident, bolder brand image reflective of who they are now and the clients they were representing – younger, more demanding and a far cry from those of a century gone by. That’s where we came in.
We helped them to interpret their new brand DNA, conducting workshops with all stakeholders at Martin Currie, gaining insight into new audience expectations and employee aspirations to help steer the creative direction and ensure everyone was in alignment.
The result is a simple marque that incorporates the core of Martin Currie, their brand pillars – ‘Craft, Culture & Confidence’ – arranged to resemble an abstract ‘M’ and ‘C’. This paid homage to both their heritage and prestige whilst positioning them in a modern and dynamic light.
Received enthusiastically by all involved, we rolled out the identity across all channels. Equipping them with easy to follow brand guidelines that ensured their marketing team had all they needed to help attract a broader and more focused target market and achieve a higher level of competitive stand out.
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