New Star – boldly going where no fund house has been before
New Star is a dynamic and bold asset management company that has built its business around the brilliant and talented fund managers they employ – true stars in their field.
Our Brand Illumination process led us to the key insight ('on switch') that choosing an investment house is an act of faith, and investors want to be reassured that funds will perform.
Our outspoken, confident approach reassures that New Star will deliver strong performance. The galaxy icon and neon palate position New Star as bursting with potential. Although New Star's colours and attitude isn’t to everyone's taste, it really makes an impact next to the typically understated advertising of their competitors.
The launch of New Star was the most successful launch of an asset management company ever. Intermediaries continue to New Star's advertising as the most visible and most effective in the market.
- Elemental Truth:
- New Star only recruit fund managers who are at the top of their field
- Insight:
- Investors are seeking certainty and outspoken confidence is reassuring
- Brand idea:
- Neon galaxy