Overview
Together with my Canadian colleague, I was commissioned to unify Invesco’s fragmented brand landscape and create a single, cohesive global identity. Working closely with the senior steering committee, we defined a new vision, mission, purpose, and set of values that aligned the organisation behind one shared direction.

With this strategic foundation in place, we began developing a new visual identity. After extensive exploration, we chose to build the system around a mountain concept, a theme that had appeared abstractly across several legacy identities. It offered both continuity and a powerful metaphor for ambition, resilience, and long-term perspective.

Over the following months, we expanded the identity into a comprehensive design system, including:
– Logo development
– Colour palette
– Typography
– Illustration and iconography
– Data visualisation styles
– Layout and grid systems
– Motion principles
– Brand photography approach
– Presentation and report templates
– Digital and UI components
– Brand guidelines

A key element of the identity was Invesco’s emblem: the Ama Dablam mountain. I led the art direction for its dedicated photoshoot in the Himalayas, a six-week expedition at altitudes exceeding 6,000 metres. Capturing the mountain in these extreme conditions allowed us to create authentic, iconic imagery that anchors the brand with a sense of scale, strength, and permanence.

The resulting identity unifies Invesco under a single, confident visual system that reflects its global stature and long-term vision.