Evolution of the CLSA brand
In 2013, CLSA, Asia’s leading financial services and investment group was acquired by China’s largest brokerage and investment bank, CITIC Securities.
In 2016, CITIC Securities announced that CLSA would become the international banking platform for CITIC’s global expansion, shifting CLSA away from being an agency-only institutional equities broker to a full service, integrated investment platform.
A rebrand was fundamental to bring clarity to CLSA’s brand portfolio with respect to CITIC Securities, while maximising the brand equity found in both entities – to create a cohesive and persuasive offering.
With this in mind, CLSA engaged Sedgwick Richardson to create a unified brand strategy that would reflect the breadth and depth of its expanded business lines, creating a compelling new brand proposition and visual identity to signal that the ‘new CLSA’ is here to stay – and ready for long term growth.
The challenges & opportunities
Re-positioning the CLSA brand
How do we evolutionise the CLSA brand from an agency only institutional equities broker to a full service integrated investment platform both visually and verbally while staying true to CLSA’s heritage?
Unifying the CLSA brand
How do we ensure cohesion and alignment in the brand portfolio – to bring greater clarity between CLSA, CITIC Securities and across CLSA’s business lines while maximising the brand equity found in both entities? And how do we future-proof it for potential brand additions?
Signal the new CLSA
How do we bring the brand to life through communicating this change to internal and external stakeholders?
A new brand platform
Research revealed the new brand also needed to communicate CLSA’s independent insights by shining a light on issues and themes driving Asia.
CLSA was thus re-positioned as Asia’s leading insights-driven capital markets and investment group. This also spoke to CLSA’s mantra of connecting global investors to insights, liquidity and capital.
We developed this further into a brand purpose rolling this out across various brand applications to launch the new CLSA.
A new CLSA
CLSA’s new logo design reinforces the company’s ongoing commitment to research and insights. It retains the brand equity and heritage of CLSA’s distinctive blue and yellow while adopting a new crafted typeface that incorporates soft and hard lines which speaks to CLSA’s Asian and Western heritage. The yellow ‘beam’ creates an ‘open-book’ shape, referencing CLSA research which shines a light on issues that matter to investors.
A monolithic architecture to unify identity
The new identity flows through environments, stationery and digital applications, all captured in comprehensive guidelines.
A refreshed website and visual direction positions CLSA as a forward-thinking, entrepreneurial business.
Transform Awards Asia Pacific 2018
- Best corporate rebrand following a merger or acquisition – Gold
- Best brand architecture solution – Silver
- Best visual identity from the financial services sector – Silver
- Best brand consolidation – Silver