Creating an aspirational and powerful brand to represent the positivity and potential of working with Russell Investments.

The challenge

How do you help launch a new service for financial advisors globally that brings together two areas of Russell Investment’s business; Practice Management and Transition Services? Well, you start with a great name and engaging event materials. Practice Management allows advisers build their business, elevate their client service and develop strategies to grow their client base, whilst Transition Services enables advisors to move to Russell Investments financial platform to help them achieve scale and ability to focus on servicing their clients’ needs.

The solution

After a thorough discovery process with our client and creation of the brief, we devised the name ‘RISE’ that cleverly incorporates ‘RI’, representing Russell Investments, with ‘S’ representing support that is on offer and ‘E’ the empowerment of financial advisors. ‘RI’ is also used letters to denote a ‘to the power of’ symbol – reinforcing RISE’s exciting potential to its target audience.

RISE was launched at a number events in North America where Living orchestrated the design and implementation of event signage. The event experiences were augmented with large format video screens inspired by the RISE film, which formed the centerpiece of the main presentation.

The result

Russell Investments has launched RISE to positive acclaim both externally and internally, proving that it is already resonating with their target audiences. In the first six months of the new RISE brand launching, the firm has on-boarded 12% more advisers that the same period in 2017 and firm-wide assets under management have increased to over $296bn.