Iveagh
Creating a challenger brand for a new breed of wealth management services
Lord Iveagh and other members of the Guinness family decided to establish a multi family office to manage their own wealth alongside a select group of individuals and families. The big difference was that they embraced alternative investments, the full range of asset classes and the latest investment techniques and technology.
Were asked to create a brand, visual identity and integrated marketing communications to launch the new venture on the world.
Our bright thinking
• Vision and Values
• Qualitative research
• New brand strategy
• Internal workshops
• Strategic Consultancy
• Service design and alignment with brand
• Website design and build
• Print design
• Launch
This was a new breed of wealth management services aimed at a new generation of wealthy people. The Guinness family has a long track record in successful wealth management and diversification - Edward, 1st Earl of Iveagh had set up what may be the first ever family office in 1886 - but now the family wanted to do something different using the latest investment techniques and technology.
We ran a series of workshops and one-to-one interviews to find out what the Guinness family and investment management team wanted to achieve. We undertook research into the ultra high net worth audience and discovered that so many were young entrepreneurs and musicians with newly minted money who enjoyed the glamorous world of luxury brands, fast cars and modern art. No wealth management firm seemed to be geared to engage this valuable segment. Here was the land of opportunity.
Our inspired creativity
Given the opportunity, our recommendation for the positioning was to treat it as a classic luxury brand. Out with the stuffy old school and in with the glamorous luxury context that the target audience loves so much. The kind of brand you could park next to your new Bentley outside Louis Vuitton. It was very much about reinterpreting the value of six generations of wealth preservation for a new age and audience.
We created a visual identity that comprises a classic, timeless logotype with a touch of banknote flourish to reference the family’s lineage in wealth preservation. Because the offer is built around a famous family and because the firm operated from a Queen Anne house in London, we created the phrase ‘Private Investment House’ to express the discretion and informality of the positioning as well as nature of its principal activity.
Using the brand positioning and style recommendations, we developed a look and content strategy for the integrated marketing communications including a website, corporate literature, sales presentations, event collateral and signage.
The Iveagh brand redefined its sector and changed the way wealth managers approached the way they market their services. Iveagh flourished and in 2014 the investment funds were successfully sold to City Financial.
