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.
My role: Brand Identity, Design Strategy, Art Direction, Digital
