A unified identity for a market leader

Wilson Asset Management sought a brand refresh to establish consistency across their business and eight Listed Investment Companies (LICs). While well recognised and respected within the financial services sector, the brand lacked a cohesive visual identity to match its reputation. Beyond the primary logo, there were limited distinctive brand assets that could create meaningful differentiation.

Our task was to develop a unified brand identity that would strengthen its market presence while creating clear connections across the broader portfolio. The Wilson Asset Management logo held significant recognition and brand equity within the industry. Leveraging this foundation, we developed a cohesive brand architecture designed to seamlessly connect the parent brand with its various sub-brands.

Building on the existing visual system, we expanded the typography suite with additional font weights and refined typesetting techniques, creating a more contemporary and flexible expression of the brand. Each LIC was assigned a distinct colour palette, while retaining Wilson Asset Management’s signature navy to ensure consistency and recognition across the portfolio. Gradients were introduced to add depth and dimension, providing a fresh and modern extension of the colour system.

Drawing inspiration from financial charts and reporting frameworks, we developed a flexible gridline device that brings structure, clarity and visual distinction to communications. This graphic element enhances readability while reinforcing the brand’s connection to the financial sector. To complete the system, a bespoke icon suite was created, extending the linear visual language across all brand touchpoints and establishing a cohesive, scalable identity for the entire Wilson Asset Management group.