Baillie Gifford Brand Evolution
Baillie Gifford, founded in Edinburgh in 1908, is an independent investment management company with the objective of delivering long-term investment returns to its clients. Baillie Gifford believes the world is a fascinating, dynamic place full of untapped opportunities, and the company sums up journeys of discovery in the investment management world with three words: Curious, Patient and Brave.
As a key designer with the Brand Innovation team, I completed the challenging task of refreshing and evolving the identity into a solid, captivating brand that would highlight interesting people doing interesting things in interesting places. It reflected what the company really is and what it actually does: “We are not them”. In solving this problem, I led with and drove forward high-quality ideas and designs that adhered to company brand specifications while applying the visual principles of typography, layout, photography, colour theory and accessibility.
Following extensive work in concept evolution and production, the new Baillie Gifford brand is finalised, and it was successfully launched in September 2023 to herald the planned 2025 opening of the new office at Edinburgh Haymarket.
My role: Brand Identity, Design Strategy, Art Direction, Digital
