Prestigious Bay Street investment firm – BluMont Capital wanted to launch a new suite of products that were the first of its kind in Canada. An aspirational brand, we created the new name – Exemplar meaning ideal, model, archetype. The “X” has been drawn to illustrate the modern, technological environment while the “A” is reflective of the old world – erudite, traditional, educated and monied. This sense of both old and new fits well within the BluMont brand and speaks to the new product line as well as appealing to the aspirations of the target audience.

We created the photographic collage to help provide a visual anchor and then have used colours to distinguish the various funds.

We conducted internal research and analysis to create brand positioning with emphasis on Exemplar’s unique point of differentiation – unlike traditional mutual funds, ‘Money Managers have the freedom and flexibility to invest money as if it was their own’. The use of archival, fun imagery is having the desired effect. Our targeted national bilingual trade ad (print and digital) campaign has increased web traffic up to 4 times the norm resulting in greater brand awareness.