Challenge
Recently bought by BlackRock, Aperio works with financial advisors of high-net-worth investors to personalize and tax-optimize their investment portfolios. With the acquisition and growing competition, Aperio came to us to articulate what makes clients love them and design a brand as unique as the portfolios they build, but still fit within the BlackRock system.
Insight
It wasn’t until we spoke with advisors that we fully understood Aperio’s appeal. Competitors customize, but Aperio personalizes. They tailor portfolios more precisely than any other company in the industry. They reflect who you are through how you invest. And they take a uniquely personal approach to partnership, working side-by-side with advisors and their clients.
Solution
We ultimately aligned on an idea to guide the verbal and visual identity, one that celebrates the individuality of each investor, the thoughtful personalization Aperio brings and the uniquely artistic + scientific minds that make up the team—Portfolios as unique as DNA. We brought this concept to life on their website, in their portal, around their office and yes, even on a surfboard (we learned they have a fierce passion for kitesurfing).
