CONNECTING BRAND STRATEGY WITH BUSINESS STRATEGY

Following significant growth and success Dundee Securities sought to unite its expanding group of companies under a single, cohesive brand.

DundeeWealth logo

Dundee Securities’ strategic focus on “building its book of business” had resulted in significant growth for the company, but had also led to a proliferation of seemingly disparate entities and brands. Ove worked with the company to connect its various businesses under a cohesive brand - with shared principles and a common communication platform centred on the concept of “Wealth”. In order to better reflect the tenets of this new platform, Dundee Securities changed its name to the more encompassing DundeeWealth.

DundeeWealth brand guidelines

The 2006 annual report and AGM provided the launch platform for the new identity. The annual report serves as a key tool in communicating the new “Wealth” brand platform as well as the corporate structure of the organization by articulating clearly the relationship between the various entities within the Dundee family of companies.

On the heels of the AGM, Ove and DundeeWealth launched an ambitious and accelerated rollout program that saw the visual identity extended to the organization’s various entities. Today, the DundeeWealth family of companies all speak to their various audiences as a unified, cohesive and consistent brand.