Strategically repositioning one of Scandinavia’s most established fund management giants.

ODIN, one of the oldest independent investment management companies in the Nordic region, has been owned by SpareBank 1 Forvaltning since 1998. With over 30 years of consistent positive returns, ODIN’s unique investment philosophy has successfully weathered major global economic crises.

Challenge
ODIN and SpareBank 1 Fond faced challenges with a disorganized product portfolio presentation, targeting a diverse customer base without clear branding. Additionally, ODIN needed to refresh its internal brand strategy.

Solution
Adopting a cross-disciplinary approach, we conducted an insight phase to map the fund distribution network, segment audiences, and clarify the identities of ODIN and SpareBank 1 Fond. The result was a clearer segmentation of customer groups, distinct brand narratives, a refined brand strategy, repositioning of ODIN, and a proposal for a new visual identity.


Activities:

– Insight (documentation, interviews)
– Customer segmentation
– Value proposition
– Strategic Positioning
– Brand Personality Archetypes
– Brand Platform
– Tone of voice
– Design principles
– Visual identity draft
– Digital prototyping and testing


Done while at EGGS Design.
Content under NDA.