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MARTIN CURRIE
BRAND IDENTITY AND WEBSITE
Project summary:
Martin Currie is a specialist investment boutique based in Edinburgh. The company manages £7.7 billion for a global client-base of financial institutions, charities, foundations, pension funds and investment trusts. After a period of considerable change, Martin Currie wanted a new brand to reflect its innovative range of investment products and vibrant, entrepreneurial culture.
Graphic Partners was invited to establish a brand identity for Martin Currie that reflected its new positioning in the marketplace. The brief also included the development of a new website.
Objective:
To create a brand identity to communicate Martin Currie's core values: independent, international, vibrant and respected.
Solution:
Taking Martin Currie's existing brand research, Graphic Partners created a series of striking images that reflected the company's values. These images were used as a 'touchstone' across all pieces of communication, including stationery, marketing materials, reports, office interiors, exhibition stand and electronic communication.
Graphic Partners also worked with Martin Currie to develop a new website with a flexible and adaptable structure. *greenparka placed its powerful content management system at the core of the solution, enabling Martin Currie to maintain their new site in-house.
With offices in Edinburgh, London, New York and Shanghai, an international outlook was essential. The resulting site has helped establish Martin Currie's new identity in a crowded global market.
Benefit:
As external web maintenance is no longer required, the web development project covered its costs within 12 months. An additional web site on behalf of Securities Trust of Scotland, one of Martin Currie's largest clients, won the 'Best Website' Award at the AITC: Best Information to Shareholders Awards 2004.
Thanks to good performance and effective communication, Martin Currie has been winning record new business.
www.martincurrie.com
www.securitiestrust.com
www.martincurrieportfolio.com
www.chinafundinc.com
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