Brand Strategy / Design / Communication / Digital
Transitioning Heritage; When trust is everything
The global financial crisis heralded a new era for financial services firms. In this new era, trust is everything
When UBS decided to exit the Australian wealth management market, its management team saw the opportunity to buy it out, creating the largest local, privately-owned, wealth management brand.
But how do you transfer all the heritage and trust of a global brand into a brand new entity?
That was the question posed to uberbrand, with the new management team giving uberbrand just a single week to determine the strategy, name, and brand identity for the new company.
After conducting a brand workshop, uberbrand teased out the value proposition and used it as a platform to create the new name.
Working fast to come up with a powerful name that was imbued with meaning and could act as a vessel to convey the heritage of the original company.
“Crest”, such as one you’d wear on a badge to signify your membership to a desirable club; and “stone”, to signify depth of relationships, combined to form a portmanteau: and Crestone was born.
Strategy & Identity
In that following week, uberbrand created a logo and brand identity as well as the Crestone name, which were all rolled out into content and communications throughout the start-up phase.
The brand was launched into market in 2016 and today continues to mature as one of Australia’s leading wealth management brands.