Celebrating the individuality of each investor.
Challenge
Recently bought by BlackRock, Aperio works with financial advisors of high-net-worth investors to personalize and tax-optimize their investment portfolios. With the acquisition and growing competition, Aperio came to us to articulate what makes clients love them, design a brand as unique as the portfolios they build, but still fit within the BlackRock system.
Insight
It wasn’t until we spoke with advisors that we fully understood Aperio’s appeal. Competitors customize, but Aperio personalizes. They tailor portfolios more precisely than any other company in the industry. They reflect who you are through how you invest. And they take a uniquely personal approach to partnership, working side-by-side with advisors and their clients.
Solution
We ultimately aligned on an idea to guide the verbal and visual identity, one that celebrates the individuality of each investor, the thoughtful personalization Aperio brings and the uniquely artistic + scientific minds that make up the team—Portfolios as unique as DNA. We brought this concept to life on their website, in their portal, around their office and yes, even on a surfboard (we learned they have a fierce passion for kitesurfing).
“Agenda truly helped guide us through significant change. They gave us clarity and brought our people along to ensure we’re all on the same page about the value we bring to clients and how we pitch ourselves. I’ve seen firsthand how much the new brand resonates with clients. We’re providing a better experience for them and telling a clear story that captures what makes us different.”
— Marc Fiore, Managing Director, BlackRock
iF Design Awards: 2023 iF Design Award: Acquisition Rebrand
Transform Awards:
Gold: Best corporate rebrand following a merger or acquisition
Gold: Best visual identity from the financial services sector
Silver: Best creative strategy