Invesco
Sector:
Financial services
Location:
Global
Year:
2014-2023























Materials:
Brand strategy, Advertising, Creative direction, Environmental design, Graphic design, Illustration, Visual identity, Photography, Tone of voice, Brand guidelines, UX design, UI design, Editorial design, Exhibition design, Wayfinding & signage, Content strategy, Design strategy, Mission-vision-values, Brand architecture, Naming, Motion, Film & animation, Motion design, Campaign strategy, User research, Website design, UX strategy, Information design, Interior design
Description:
Together with my Canadian colleague, I was commissioned to unify Invesco’s fragmented brand landscape and create a single, cohesive global identity. Working closely with the senior steering committee, we defined a new vision, mission, purpose, and set of values that aligned the organisation behind one shared direction.
With this strategic foundation in place, we began developing a new visual identity. After extensive exploration, we chose to build the system around a mountain concept, a theme that had appeared abstractly across several legacy identities. It offered both continuity and a powerful metaphor for ambition, resilience, and long-term perspective.
Over the following months, we expanded the identity into a comprehensive design system, including:
– Logo development
– Colour palette
– Typography
– Illustration and iconography
– Data visualisation styles
– Layout and grid systems
– Motion principles
– Brand photography approach
– Presentation and report templates
– Digital and UI components
– Brand guidelines
A key element of the identity was Invesco’s emblem: the Ama Dablam mountain. I led the art direction for its dedicated photoshoot in the Himalayas, a six-week expedition at altitudes exceeding 6,000 metres. Capturing the mountain in these extreme conditions allowed us to create authentic, iconic imagery that anchors the brand with a sense of scale, strength, and permanence.
The resulting identity unifies Invesco under a single, confident visual system that reflects its global stature and long-term vision.