Guggenheim Partners

Repositioning a longstanding brand to leverage new, transformative acquisitions 

With more than $180 billion in assets under management, a growing investment banking business and several recently-acquired, well-known asset management companies, Guggenheim Partners needed a new brand to reflect its emergence into the major leagues. Research revealed that Guggenheim Partners was most admired for a unique combination of traditional values (dating back to its founders, the legendary Guggenheim family) and forward-looking insights.

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Innovative Perspectives, Enduring Values.

The new Guggenheim brand demonstrates that the firm offers innovative solutions rooted in a tradition of trust and integrity. To drive home this concept, the design language combines black-and-white photojournalistic images of its people with bold, full-color images of the markets served by Guggenheim.

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Pursue performance.

A synchronized marketing program deployed the new design language across print and digital platforms, including a comprehensive marketing collateral system. Advertising juxtaposes contrasting images and contrasting typography, reinforcing that at Guggenheim, ingenious investment solutions are always supported by hard work and diligent, client-focused service.

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