BrandMatters

QIC

QIC is a leading institutional investment manager with $65 billion in funds under management. They offer a broad range of solutions across equities, fixed interest, international property, infrastructure, absolute return strategies and capital and exposure management. QIC commenced investment operations in 1989 and was formally established in 1991. Since then, QIC has grown to be the largest institutional investment manager in Australia, with $65 billion in funds under management. They have over 80 institutional clients, who are located both nationally and internationally and include superannuation funds, government and statutory authorities, insurance organisations, charitable bodies, financial services companies and educational institutions.

Task

QIC is a very successful institutional fund manager coming to terms with a rapid period of external and internal change. Externally, QIC felt that they needed to provide a single unifying brand story that would assist them to expand into new markets and industries in the future. This was also seen as an important strategy to assist in retaining current business given legislation changes, including Superannuation member choice. Internally, QIC was rapidly deploying a transformational change program and was looking for a brand that could unify and harness the change effort, bringing individualised asset class teams together who could describe their own asset class competency, within the broader QIC brand story.

Approach

We commenced with all staff briefings to all employees describing the program of work and the benefits therein. We then did a “deep dive” into a raft of existing business and brand materials provided and augmented this with a series of senior depth interviews. This had us understand business objectives and needs, and inform brand strategy development. We then ran a series of educational sessions and engaged internal stakeholders by testing brand positionings with a view to creating their own. Three positionings were created, interrogated and presented in workshops. The QIC name and visual identity was reviewed and recommendations made to ensure these were supporting the new brand positioning.

Results

An entirely new logo and identity system was created that reflected the new brand positioning. The brand positioning of ‘We go further’ was developed for internal and external use. The new QIC brand was applied and translated across all collateral, stationery, web and communications pieces. This included developing a Corporate Profile, Brand Book and brand guidelines for the business. An extensive launch and communications plan was also developed and executed to assist and enhance in engagement. This included a launch video launch series, promotional items, and revised internet site.