- A.J Weberman
- ADM Promotions
- Ashburton
- Aylesbury College
- BPE Solicitors
- Brand Tailor
- British Film Institute
- British Library
- Bupa
- DofE
- Drugstore
- Estonia
- Everyclick
- Film London
- Film London East
- Gadgetshop
- Global Angels
- HeathWallace
- Hugh Myddelton
- IAF – Inspired Art Fair
- IOCC
- JCB Explore
- Lloyds – Nimbus
- M&Co.
- Mackays
- Photolease
- St Kea
- Tearfund
- Tetley – Good Earth
- The Bread Tin
- The Riddle of Life
- The Sorrell Foundation
- University of Worcester
- University.C.Falmouth
- Urban Saints
- We Are What We Do
- Workout
Ashburton
ASHA was appointed to work with Ashburton Investment Managers in 2007. Delivering a range of products to intermediaries, institutional investors and private clients, Ashburton had built their original brand positioning around ‘Absolute Return’ and a strapline ‘Absolute Commitment’. However, extension of their product offering meant this positioning was no longer relevant for their market. Based in Jersey, with offices around the world, Ashburton wanted to increase awareness of its brand throughout the UK and the Middle East and to change the perception of its brand in South Africa.
After conducting internal, sales and intermediary interviews, desk and competitor research and a full audit of the corporate identity, we presented our recommendations for the brand strategy, including a new brand positioning for Ashburton – ‘Insightful’, and a detailed plan for its launch. Encapsulating the Ashburton core values and their active and unconstrained approach, this positioning provided the foundations for staking out a place within the market.
We developed a creative platform and brand identity to help communicate the positioning, and portray Ashburton as an innovative modern brand with strong traditional values.
After conducting internal, sales and intermediary interviews, desk and competitor research and a full audit of the corporate identity, we presented our recommendations for the brand strategy, including a new brand positioning for Ashburton – ‘Insightful’, and a detailed plan for its launch. Encapsulating the Ashburton core values and their active and unconstrained approach, this positioning provided the foundations for staking out a place within the market.
We developed a creative platform and brand identity to help communicate the positioning, and portray Ashburton as an innovative modern brand with strong traditional values.
What we did:
Brand Strategy
Brand Positioning
Brand Identity
Illustration
Animation
Photography
Signage
Internal Communications
Literature
Advertising
Website Design
Merchandising
Promotions
Brand Strategy
Brand Positioning
Brand Identity
Illustration
Animation
Photography
Signage
Internal Communications
Literature
Advertising
Website Design
Merchandising
Promotions
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A core part of the identity was built around the use of juxtaposing traditional and modern imagery. We developed two philosophies for guiding the selection and use of imagery: ‘The study of’ and ‘the way we see things’. ‘The study of’ route uses timeless, beautiful and detailed black and white imagery to communicate real thought and study around a subject. ‘The way we see things’ route takes everyday office objects, and combines them in interesting ways to create beautiful and unusual illustrations.
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The way we see things
These illustrations communicate the fact that although Ashburton uses the same component parts as any other investment house, they are able to create unique funds. The animations we created of these illustrations have been awarded gold in the 2011 Graphis Design Annual, Cream Awards and the Roses Design Awards.
These illustrations communicate the fact that although Ashburton uses the same component parts as any other investment house, they are able to create unique funds. The animations we created of these illustrations have been awarded gold in the 2011 Graphis Design Annual, Cream Awards and the Roses Design Awards.
We also created and developed a logotype, colour palette and typographic style to provide Ashburton with a full set of visual branding elements.
The ‘Ashburton’ name struggled to work in small spaces like investment listings; we therefore developed a distinctive and strong logotype that shortens the name by removing three of the character down-strokes and merge the characters. This created a mark that is easy to read and works well in small spaces. It is also intriguing as it requires a second look.
The ‘Ashburton’ name struggled to work in small spaces like investment listings; we therefore developed a distinctive and strong logotype that shortens the name by removing three of the character down-strokes and merge the characters. This created a mark that is easy to read and works well in small spaces. It is also intriguing as it requires a second look.
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Each manifestation of the identity was then considered in turn until we’d developed a full corporate identity system – spanning across the Ashburton website, press advertising, a literature system and signage through to the creation of animations for specific products. Each manifestation of the identity was then considered in turn until we’d developed a full corporate identity system – spanning across the Ashburton website, press advertising, a literature system and signage through to the creation of animations for specific products.
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Folders and journals
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Forms and legal documents
We created a colour palette which reinforces the brand identity through a single minded system. Claret, alluding to the previous brand colour of burgundy, is the strong and distinctive corporate signature colour.
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This traditional brand colour is complimented by a vibrant colour palette used to distinquish between products, communicating the structure and freedom enjoyed by the Fund Managers.
The launch focused around press advertising and we created a campaign and advertising sign-off for Ashubrton – ‘Active on your behalf’.
