- Client:
- ECP
- Services:
- Brand Strategy
- Brand Identity
- Art & Video Direction
- Illustration
- Print & Digital
(incl. Website) - Signage
Context & ChallengeECP Asset Management was founded in Sydney in 2012 by Jared Pohl and Dr. Manny Pohl AM. What makes the firm unique is its steadfast philosophy and exceptional track record, specializing in active investing with a focus on high-quality, ASX-listed growth companies.
The original ECP brand portrayed them as a boutique firm with a family crest – a lone wolf with market-leading ideas. They struggled to fully recognize and communicate their leading philosophies as an ‘active’ manager. So the challenge was to clearly define the brand foundation across a highly collaborative (and democratic) team, and to reposition the brand – through strategy, copywriting, visual identity, and redesign of touchpoints.
Context & ChallengeECP Asset Management was founded in Sydney in 2012 by Jared Pohl and Dr. Manny Pohl AM. What makes the firm unique is its steadfast philosophy and exceptional track record, specializing in active investing with a focus on high-quality, ASX-listed growth companies.
The original ECP brand portrayed them as a boutique firm with a family crest – a lone wolf with market-leading ideas. They struggled to fully recognize and communicate their leading philosophies as an ‘active’ manager. So the challenge was to clearly define the brand foundation across a highly collaborative (and democratic) team, and to reposition the brand – through strategy, copywriting, visual identity, and redesign of touchpoints.
Brand StrategyThe strategic phase uncovered ECP’s market-leading approach to asset management. Prioritizing well-researched, high-quality stocks over a blended approach, they aim for superior long-term growth. Their brand purpose “Redefining Active Investing” reflects this strategy while reinforcing their mission to educate and demystify investing. A strong brand framework, messaging, and storytelling further support this vision.
Visualising Active InvestingWith a core mission is to ‘demystify active investing,’ every visual element serves a clear communicative purpose. The key visuals and video highlight three superior investment aspects: deep research, understanding of potential, and a focus on quality. The use of motion and the hand symbolize ECP’s active role in asset management. A second visual layer of illustration bring to life corporate and investment values, leadership articles and reports.
A Challenger Brand The brand identity breaks with the industry’s visual norm of being solely refined, professional, and trustworthy, and embraces the company’s challenger mindset instead. It stands out with a design that is clear, vibrant, intelligent, and confident, with a strong emphasis on meaningful communication.
Brand StrategyThe strategic phase uncovered ECP’s market-leading approach to asset management. Prioritizing well-researched, high-quality stocks over a blended approach, they aim for superior long-term growth. Their brand purpose “Redefining Active Investing” reflects this strategy while reinforcing their mission to educate and demystify investing. A strong brand framework, messaging, and storytelling further support this vision.
Visualising Active InvestingWith a core mission is to ‘demystify active investing,’ every visual element serves a clear communicative purpose. The key visuals and video highlight three superior investment aspects: deep research, understanding of potential, and a focus on quality. The use of motion and the hand symbolize ECP’s active role in asset management. A second visual layer of illustration bring to life corporate and investment values, leadership articles and reports.
A Challenger Brand The brand identity breaks with the industry’s visual norm of being solely refined, professional, and trustworthy, and embraces the company’s challenger mindset instead. It stands out with a design that is clear, vibrant, intelligent, and confident, with a strong emphasis on meaningful communication.
“Toben has been a great creative partner for the ECP rebranding project. The strategy brought us much clarity internally and gave us a clear direction for a strong positioning and point of difference. Their strategic thinking coupled with a creative vision and attention to detail made for a brand that truly stands out in the market.”
Jared Pohl. Director, ECP Asset Management
Collaborators
Video Production — Versus MediaWeb Build — Zann St Pierre
Awards
Good Design Award — WinnerGraphis Awards — SilverBest Awards — Finalist
RELATED PROJECTS OR SEE ALL
WE’D LOVE TO HEAR FROM YOU! PLEASE