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 ‘difference’ that gives them an advantage over the standard specimen of their species.

The Results

In the 12 months the advertising has been running the AUM in Guinness Global Investors biggest fund, Global Equity Income, has risen from £2.4bn to £3.9bn. Overall Guinness’s sales in 2022 were the biggest in their twenty year history.

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