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Columbia Threadneedle

Columbia Threadneedle

Making over a boutique asset manager


Columbia Threadneedle

Making over a boutique asset manager


The challenge

Threadneedle Investments was poised for transformation. Based in London with offices in Europe and Asia, they had ample assets and heritage, and were discussing a merger with Columbia Management in the US.

Unlike Columbia, however, their visual identity was stuck in the past and sending the wrong message to investors as well as their potential merger partner. Determined to sharpen their image and strengthen their perception stateside, they called on us.




“Frank is an exceptionally talented designer and a delight to work with. He brings huge enthusiasm to each brief as well as real focus and a desire to understand the audience and the objective—he creates designs that have those two things at the heart of them. What's more, the work is beautiful.”

Alison Jefferis, Head of Corporate Affairs


The solution

We started with an audit of the work they produced globally. What we found was that the solid design ingredients they started out with in the 1990’s were not aging well and were not up to the same standard as Columbia. 

We smartened the aesthetics by modernizing the typography, introduced open and accessible layouts, and commissioned more up-to-date colorful photography which married well with the company colors of black and gold. A comprehensive style and brand manual consolidated the new refinements. The result was a subtle but perceptible heightening of the aesthetic which played well internally and scored high marks with investors.


Interested in working with us? Say hi.

Frankenstern knows financial. UBS. Nasdaq. Citi. Fidelity Investments. JP Morgan. Transamerica. Legg Mason. Macquarie. Columbia Threadneedle. Dynasty Financial Partners. Westcott Associates. Institute of Financial Management. C Hoare & Co. Amundi Asset Management. Bridges Ventures. Incapital. Ned Davis Research Group.