Activating brand heritage.
An old monied family in the UK decided to rebrand their family trust as an onshore European advisory company.Ogilvy’s task was to create a contemporary identity that would resonate with global private wealth clients yet retain the family essence and heritage coming from a successful maritime legacy.
After extensive research on 3 continents, Ogilvy were able to build a brand platform around a vision of “protecting wealth for a better life”, which tested well in Eurasian and Asian markets. Ogilvy’s solution on positioning, “The heart and soul of wealth” was explored in a variety of contexts and a graphics base given to the brand promise.
The Group, managing in excess of €100 million in assets, has begun the process of aligning to new market contexts as an advisor in ultra-high-net-worth markets with significant success.