CREATING A NEW BRAND TO DRIVE A NEW FINANCIAL APPROACH
Facing a challenging market and increasing demands for transparency at the same time as a desire to grow it’s third party business, AEGON Asset Management identified a need to rebrand itself in the market. As a result, Whitestone International and partners, Onesixtyfourth, were tasked with using market insights to develop a strategy and identity to be implemented from the inside out.
Working closely with AEGON Asset Management since 2009 up to the launch of the new brand in September 2011, it was essential to develop a strategy that would shape the direction, values and motivations behind the business, as well as a new identity to reflect the changed offering behind the new brand.
Andrew Bell, Chief Marketing Officer of Kames Capital said “the Onesixtyfourth/Whitestone team delivered an in-depth analytical framework that gave fresh insight on the positioning of our asset management business. The team devised a strategy that is authentic to the history of the AEGON brand and crystallised our vision for the future. This was precisely the depth of insight that we needed."
The new identity provides a clear focus to steer audiences directly to the new name. the identity reflects the strength, transparency and grounded nature of the new brand and Kames Capital’s modern approach to the financial market including a fully integrated identity system, business tools, templates and guidelines, each adhering to the brand manifesto and setting the tone for future standard for all communications.