Hyperion Asset Management is an Australian equities manager with over $5 billion in funds under management. It has offices in Brisbane and Sydney. The organisation was undergoing a period of organisational change and leadership transition, and needed to be able to clearly articulate its vision for the future of the fund to its institutional audience.
Hyperion engaged BrandMatters to identify how it could tell its story to the market and set up the company for future growth while staying true to the core of its brand.
BrandMatters commenced this project with comprehensive desk research followed by a short survey of all Hyperion employees. The survey identified what employees saw as the strengths of the current brand, and the potential opportunities for growth and expansion. This was followed by a series of depth interviews with Hyperion senior employees and institutional clients and prospects. This ensured that BrandMatters understood Hyperion’s current positioning in the market along with potential avenues for expansion.
We then identified three key brand descriptors for Hyperion and held a workshop with employees to refine and finalise the brand positioning.
BrandMatters’ research findings identified a clear future strategic direction for Hyperion and the brand positioning provided the support and strength to facilitate the brand’s journey.
The following year Hyperion engaged BrandMatters to develop a look and feel aligned to their brand positioning, to use across their website and marketing collateral. We developed a number of look and feel options, and the chosen one was rolled out across a series of document templates for Hyperion to use on an ongoing basis.
Since the launch of the new brand look and feel, BrandMatters has continued to partner with Hyperion on strategic marketing planning.