The Task
When UBS decided to exit the Australian wealth management market, its management team saw the opportunity to buy it out, creating the largest local, privately-owned, wealth management brand.
But how do you transfer all the heritage and trust of a global brand into a brand new entity?
That was the question posed to uberbrand, with the new management team giving uberbrand just a single week to determine the strategy, name, and brand identity for the new company.
After conducting a brand workshop, uberbrand teased out the value proposition and used it as a platform to create the new name.
Working fast to come up with a powerful name that was imbued with meaning and could act as a vessel to convey the heritage of the original company.
“Crest”, such as one you’d wear on a badge to signify your membership to a desirable club; and “stone”, to signify depth of relationships, combined to form a portmanteau: and Crestone was born.
Strategy & Identity
In that following week, uberbrand created a logo and brand identity as well as the Crestone name, which were all rolled out into content and communications throughout the start-up phase.
The brand was launched into market in 2016 and today continues to mature as one of Australia’s leading wealth management brands.