Alquity

Identity // Guideline

Trailblazing ethical investment brand Alquity needed a facelift that matched their category-breaking morals. Alquity had the ambition to transform into a global brand that appeals to like-minded consumers, helping them to grow ten-fold. Our challenge was to define their purpose, sharpen their values and proposition and translate this strategy into a compelling and cut-through visual identity system.

We worked with the executive board at Alquity to synthesise the fundamental reason Alquity exists and build clarity around the target Alquity is here to serve. We mapped the strategic and visual shift required to stand out from the competition, defined their proposition and a sharper set of values, governed by the tone of voice and personality attributes that capture who they are as a company.

Based on the line of transformation, standing for enriching lives whilst capitalizing on investment returns, we helped Alquity visually convey that doing good was a good way to make money. The identity revolutionized its position in the category, providing Alquity with the platform for growth they required. To ensure nothing from the strategy was lost in translation, we produced a transformational visual language and authored a stirring manifesto which was brought to life in a brand film for internal and external engagement and marketing. To preserve the new design strategy we created a comprehensive and interactive guideline, to govern the future application of the brand.