Custom House

Not all fund administrators are the same. Some are offering many different investment services, spreading themselves too thinly. This dilution of quality has meant fund administration is too often perceived as a commodity service – homogenised like a McDonald’s menu or milk on a supermarket shelf. Working with brand agency, Principle, Gillian helped Custom House to identify what set them from the pack and went on to articulate their brand purpose, values, message strategy and tagline.