Nuveen Investments
Visual Systems
Identity
A new brand strategy for Nuveen Investments
Nuveen Investments, an investment management company founded in 1988, evolved rapidly from a municipal bond expert to a diversified investment firm composed of highly specialized portfolio managers.
Challenges
Every Portfolio Manager maintained their own look and feel
Corporate messaging was centered around the idea of “conservative,” which did not apply to the affiliate firms
Playing field increasingly complex and crowded
Branding of acquisitions was inconsistent
Actions
Developed a credible, relevant and differentiated brand strategy for Nuveen Investments
Tested a range of positioning options with a broad range of external audiences (institutions, gatekeepers, financial advisors, end-investors)
Helped Nuveen to gain a better understanding of their brand’s elasticity across different asset classes
Provided statistical validation to help bring relevant stakeholders on board with any significant brand changes
Developed a brand architecture that maintained the independence of affiliate investment firms while also highlighting the benefit of being part of a larger investment firm
Updated the visual system for Nuveen Investments and created a consistent system and template that could be tailored by each of the investment affiliates
Repositioned Nuveen Asset Management to incorporate its acquisition of FAF Funds and created a new logo and visual system for the affiliate