Baillieu

Mastery of Change

Baillieu

Mastery of Change

Challenge

A finance firm with a history of 130 years, Baillieu Holst faced a major obstacle to their future business growth – a negative perception of the business as dated and out of touch. In order to create a modern, progressive and truly national wealth management, institutional and corporate advisory brand, the history of the business needed to be turned into its greatest strength.

We collaborated with Manifesto to undertake internal and external stakeholder research and create a brand strategy that would effectively reposition the organisation.

As part of the rebranding exercise, the name of the business was shortened from ‘Baillieu Holst’ to ‘Baillieu’.