Mirabaud Asset Management (MAM) is an independent active asset manager with a strong sense of purpose rooted in seven generations of private ownership. MAM believes accountability drives the right outcomes from high-conviction, long-term sustainable investing, helping to build the world for generations to come.

MAM wanted a new visual strategy that properly reflected its brand purpose and sustainability story while avoiding clichéd sustainability imagery. The new strategy needed to fit within but also flex the wider Mirabaud Group’s corporate guidelines to distinguish MAM, rendering it immediately recognisable and relevant to its specific markets. What’s more, it had to be an approach that the internal marketing team could pick up and run with. Given the team’s challenging content campaign schedule, the approach needed to be cost-efficient and highly workable without compromising the quality of the creative.

Additional magic: NEO’s key aim beyond creating MAM’s new visual expression was to ensure it could be implemented business-wide by MAM’s marketing team and used to its full potential. We achieved this by co-creating workable assets and guidelines with the in-house team and through training.

“NEO are great creative collaborators. They have not only come up with a visual strategy that reflects who we are as a business and our sustainability story but also, through the development of highly effective templates and training in their use, a way for the internal team to take ownership of it and to have confidence in its rollout. NEO is a valued creative partner, consulting on creative issues, upskilling new team members, supporting us on key projects, and adding value at every turn.”