Client MMC
Sector Finance
Role Research, strategy, storytelling, key messaging, design identity, all photography and videography, development of all new assets including website, values creation, employment brand
Our strength is in the sum of us
As 2020 settled into play, leading fund administrators MMC found themselves at an important juncture. It had just appointed a new CEO at the same time that it acquired wealth administration business Aegis from ASB Bank. Both brands were dated in a category that often times gives itself permission to neglect or under invest in brand. As two brands became one, MMC chose to capitalise on this unique opportunity and re-present its refreshed offering to the marketplace.
Continuity between the old and new logo form was deliberate. Both contain the latin Symbol Σ - literally meaning sum. The graphic language all springs from this distinctive form. The MMC letterforms unite in strength to add an elegant monogram for the brand.
As well as generating all video and photography in house, Tricky united over 90 of the staff in an interactive series of workshops to create a single set of values for the newly combined businesses. The process was captured on video for induction and in screen savers and wall art for everyday reinforcement.
