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The task

Create a new name and brand identity for Over Fifty Group and reposition them as a diversified fund management business. The new identity needed to make it easier to showcase their achievements to investors, shareholders and the media.

The insight

Over Fifty Group operated under a range of different business names which made the group look less coherent. The goal was to present them as one business. Secondly, we needed to demonstrate in language, look and feel, that this was a brand with a track record of challenging conventional thinking.

The solution

We created the parent name Centuria (which echoes Century, their largest subsidiary). It suggests strength and dynamism. We also created a new brand language, look and feel that reflects their challenging stance on investment and management.