• Transform magazine
  • November 30, 2022


Investing in a new identity


Jupiter Asset Management is using a nationwide marketing campaign as the launch pad for a new visual identity.

The UK based fund management group aims to take its services to a global market and these ambitions are reflected in the rebrand.
Jupiter and creative agency FCBInferno also hope to communicate the company’s distinct investment culture through a focus on Jupiter’s human qualities.
Jupiter’s signature colours, orange and blue, will continue to feature heavily in the new visual identity. The contemporary imagery is designed to be effective across a range of media and to resonate across multiple geographies.
The rebrand has already come into effect in Hong Kong and Singapore and the UK implementation began on May 19 with a media campaign that includes vast digital screens at London Waterloo.
Jupiter’s new global brand allows for cultural variations, vital for the firm’s potential to grow international business.
Head of marketing at Jupiter, Richard Wilson, comments, “We feel that this new look better represents who we are and what we do. It builds on the heritage of our established UK brand while giving the flexibility to articulate our investment philosophy in an engaging way to our growing client base across Europe and Asia.”​