Architas, a multi-manager investment house within AXA Group, was looking to define its voice in an overcrowded market. While they prided themselves on doing things differently, their brand felt corporate and indistinct – blending into the sea of sameness in the investment space. 
 

The challenge was to develop a positioning and single-minded proposition that clearly communicated their difference, resonated with their audience, and drove future strategy.

Through deep stakeholder and audience research, we uncovered Architas’ core strength: their challenger mindset. Internally, they had a strong underdog spirit, a drive to put clients first, and a belief in simplifying the investment process. Externally, research with Opinium revealed a clear gap: investment providers weren’t meeting the real-world needs of advisers and investors. This disconnect showed us exactly where to position Architas. 

The result was "As it should be" – a proposition that embodied their philosophy of doing the right thing while cutting through industry jargon and corporate speak. It framed Architas as an investment manager that prioritises clarity, ease, and trust, standing in contrast to an industry often weighed down by complexity. 

Visually and tonally, we stripped away the clichés, crafting a brand identity and voice that felt direct, human, and refreshingly different from the competition. Architas now had a purpose-driven brand that made their difference unmistakable.