Creating a next generation brand for a high performance active investment management firm

The challenge

As a firm Man GLG believes that the combination of exceptional talent, collaborative work environment and the support of best-in-class technology and infrastructure can deliver market-beating returns.

Our aim was to revitalise the Man GLG brand to be a more genuine reflection of who they were as a firm and to become more relevant both internally and externally, whilst remaining sensitive to the overall Man Group aesthetic.

The solution

We conducted an extensive global discovery activity with a number of internal stakeholder groups. This enabled us to establish a succinct brand positioning, a clear set of brand values and a guiding principle with which to align our creative thinking.

Purity of focus. Performance for clients. Became the force behind the new creative expression. We designed a brand marque that used minimal 3 dimensional planes to create an ocular symbol to express the strength of strategic vision within the firm. This was enhanced by a visual language that was inspired by strategic planning and draftsmanship.

The result

After a period of collaborative development work we delivered a fresh new identity for Man GLG in time for their move to new premises. The revitalised brand was deployed across a wide range of internal and external collateral, digital platforms and throughout their new office environment.