The Value of Active Minds

Jupiter, a global investment house, wanted to relaunch their brand, reinforcing what they stand for, and why their approach benefits both clients and the broader community.

Capturing this essence, Gravity coined “The value of active minds.” This positioning encapsulated Jupiter’s belief that their combination of experience and creativity, along with a commitment to keep listening and learning, allows them to make a positive difference in the world. With competitors offering similar products and services, often at a compelling price advantage, it was vital to establish cut through. As a result, the rebrand focused on Jupiter’s commitment to responsible and respected investing, while generating sustainable long-term outperformance. Not only did this illustrate Jupiter’s distinctive approach, but also its competence as a strong, trusted provider.

A bold logo redesign, a strong colour palette, impactful copy lines, communicated the new positioning. Press advertisements formed the heart of the relaunch, appearing on the front page of major broadsheets. Digital and out of home elements were developed to generate greater awareness at a higher level, all of which resulted in a highly arresting, prominent, and successful rebrand.