TIMES CHANGE

CHANGING A BRAND WITHOUT BREAKING IT

When brands look to reinvent, it can be tempting to ignore the past in favour of a shiny new story. But Invesco wanted a smarter approach. Fiercely proud of their history, but fearful new investors saw them as outdated, they wanted to modernise without disrespecting their past.

We changed how people regarded that history. And turn tradition into a modern strength.

Seven Old Masters, representing heritage and continuity, were each given a modern twist. “Girl with a Pearl Earbud” and “Selfie Portrait of the Artist” were two of the new works commissioned.

Traditional oil artists and digital animators worked together on the artworks. A perfect metaphor for Invesco’s own merging of trusted techniques with the latest technology.

Stretching beyond advertising, the commissioned works have toured Europe for a series of investor events introducing Invesco’s rebooted proposition.