Context

Geneva based Unigestion is an asset management company that operates across Europe, North America, and Asia. The 200 people strong team with 20 billion CHF AuM firm specializes in private equity, equities, multi-asset and wealth management. Unigestion is on a path of continuous growth and seeks to effectively communicate and manage this growth both internally and externally.

Challenge

The acquisition of additional capabilities and networks brought about the integration of new team members, contributing to Unigestion’s growth trajectory. In turn, this introduced the task of aligning the diverse workforce and operations efficiently. Unigestion aimed to refine its market positioning to establish a distinct and independent identity, all while increasing its visibility in the competitive financial industry.

Approach

A thorough examination of the current brand positioning was undertaken, factoring in elements such as employee- and staff surveys, competition, emerging markets, target audiences and industry trends. Deep listening and insights shaped a strategic approach which entailed the implementation of a robust brand model, the transfer of brand meaning and values through a series of workshops.

Project

Brand Positioning

Industry

Asset Management

Partner

Country

Switzerland

Implementation

2016

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

The strategic realignment helped Unigestion to claim an advantageous market position, enhancing its ability to harness growth opportunities effectively. The newly implemented set of values serve as guiding principles for Unigestion, with the new claim "WE GUIDE, YOU THRIVE" eloquently conveying the company's purpose and resonating with both its internal team and external clients. With its fresh, clear and compelling identity, Unigestion drives towards sustained growth and success.

“Brand Affairs helped us navigate a complex situation during a phase of transformation and growth. The structured process, strategic thinking and pragmatic approach helped us gain clarity and resulted in a really well executed implementation across our company to align around our brand.”

Jean-François Hirschel

Head of Marketing and Product Development Unigestion, Unigestion