Guinness Global Investors

The Task

Create a new brand identity, descriptor, positioning, look and feel and advertising campaign for Guinness Asset Management.

The Solution

We developed a new logo that reflected their new descriptor, ‘Global Investors’ and gave them a brand positioning of ‘Positively Different.’ To bring this positioning to life we are using animals that have a ‘positive difference’ that gives them an advantage over the standard specimen of their species.

The Results

In the almost 3 years that the advertising has been running the AUM of Guinness Global Investors has risen by nearly 300%. Overall Guinness’s sales in 2024 were the biggest in their more than twenty-year history.

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