Spot the edge
PSP Investments, one of Canada’s largest pension investment managers, recently redesigned its brand image to better reflect its vision of becoming a leading global institutional investor and a partner of choice to the investment world, one capable of making complex investments. We worked with PSP to create a new brand platform, brand architecture and visual identity for both the consumer-facing and employer brands.
The new brand identity communicates PSP’s bold personality, its unique transversal approach to investing and its ability to “spot the edge,” allowing it to transform certain investment projects thanks to its business insights and visionary attitude. The identity highlights PSP’s greatest strength — its employees, in offices in Montreal, New York and London — and shines a light on some of its most recent investments.