Powered by performance
MARTIN CURRIE | EMPLOYER BRAND
In 2023, global active equity specialist Martin Currie launched its new ‘Improving Society’ investment fund. Martin Currie believes passionately in the opportunity and advantage presented by sustainable investment in impact focussed companies. Driven by the purpose ‘Investing to improve lives’, the firm puts its money where its heart is.
But the ‘Improving Society’ fund is only part of the transformation story. Now part of asset management giant Franklin Templeton, Martin Currie is poised for new conversations and partnerships in territories around the world. And for recently appointed CEO Jen Mair, getting clear on the firm's proposition, positioning, culture and messaging is a priority for those powerful conversations.
Brand Insiders were invited to work closely with the leadership on three objectives:
Culture - bring its expression up to date with values people could rally behind
Partnerships - make it easier for Franklin Templeton colleagues to understand the firm, and for other audiences to grasp the value of the relationship
Positioning - help re-educate the market with a purpose and benefit driven narrative that reflects the firm it is today
Research across the firm’s territories in the UK, US and Australia gave us a grounding in insight. Three lively and discursive workshops inspired an expression of purpose, culture, values, proposition and market-facing communication themes that sparked pride in the team. We shared and we tested widely with colleagues who collaborated to bring the words and ideas presented into sharp focus. And after some final adjustments the story was set.
In investment, performance matters. But it's the type of performance that sets Martin Currie apart. ‘The power to perform’ became the name for a progressive strategy. ‘Partnerships that perform’ is the essence of Martin Currie’s proposition. ‘Freedom to perform’ captures its autonomous and independent culture with simple and easy to enact values: Respect, Openness and Courage (ROC - values are the ‘bedrock’ of this firm). Narratives accompanying these expressions found form in a tone of voice that is resolute, real and upbeat.
Insight from research invited a fresh approach to internal engagement - less-formal, more aligned with the personality and diversity of the firm today. An immediate overhaul of internal communications was a first priority to keep up the momentum. We defined a colleague specific design framework, with design guidance, master templates and assets. The firm’s long-standing design partner and internal teams implemented the new style across its intranet, business, HR and recruitment communications.
Tone of voice guidelines and training workshops helped Martin Currie confidently adopt the brand tone of voice and introduce more consistency in its house writing style.
Photography was a key to showcasing the firm in a fresh light. We worked with award-winning photographer Matt Davis to capture the character of real Martin Currie people and their natural interactions. With this investment, communications feel more authentic and reliance on stock photography is greatly reduced. Corporate portraits were also updated to feel more accessible and relaxed.
As Martin Currie deeply embeds itself in the Franklin Templeton family and grows its global profile, it can do so with a strong sense of identity. With confidence and conviction in its positioning that matches its high-conviction investment strategies, this ‘boutique’ firm is one to watch.
Our support to Martin Currie included:
Qualitative research
Strategic and creative workshops
Brand strategy
Organisational strategy messaging
Cultural narrative and values
Internal communication framework design
Internal communication assets, guidelines and templates
Brand messaging and positioning content
Commissioned photography and professional photography guide
Tone of voice training and writing guidelines
Intranet user interface design