![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_hero_image.png?mw=1420&hash=B7996CAE331F362FF903BAA96A62F7AF)
Spot the edge
How might PSP become sought-after for complex global investments when there’s more money than ever chasing the same assets?
PSP Investments, one of Canada’s largest pension investment managers, had been operating under the radar for years, but is now managing huge pools of capital. In the face of intensifying competition for complex investment deals and top talent, PSP had to challenge the codes of the category to keep up momentum.
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_comparaison_e.png?mw=325&hash=41551F39788AD982FE86936E51219973 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_comparaison_e.png?mw=400&hash=687B80ABB410520DC6375317CE8FEF25 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_comparaison_e.png?mw=500&hash=830508C4557F8AD11CC2CAAF8865003C 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_comparaison_e.png?mw=750&hash=BA8C5553D256322288FF4FB80C0265BC 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_comparaison_e.png?mw=1000&hash=F262D00AB7B17793066DA02B048C80CD 1000w)
The competition behaved in a way that created investment blind spots
While access to capital and a good Rolodex may have been enough to attract investments in the past, they aren’t anymore. Most of PSP’s global competitors were promoting a self-centered approach that failed to meet stakeholders’ new expectations of powerful, knowledge-based relationships.
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_inspire_2.png?mw=325&hash=5BB47B091732A274A2B33D1E8728A8C3 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_inspire_2.png?mw=400&hash=09923972FA9D6B5C0A2AA14396D9FEAB 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_inspire_2.png?mw=500&hash=E3A748EB788A1E80C836B89A5357F1C5 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_inspire_2.png?mw=750&hash=D9BEDA61AB103E8C29CD6BBE8C20A8A0 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_inspire_2.png?mw=1000&hash=9354133A3A2B96876A09BAEC98AE9A1F 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_6_crop_right.jpg?mw=325&hash=B5C679E135564E3AB484F5F89B9D7327 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_6_crop_right.jpg?mw=400&hash=56BE4E1FD2702C234F3FEDB905268DEE 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_6_crop_right.jpg?mw=500&hash=D68050F317D0F14CEDDCA7FE71D3D48B 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_6_crop_right.jpg?mw=750&hash=78DE90D6F94C4F025E88273C3CD0AB84 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_6_crop_right.jpg?mw=1000&hash=68076F7B63268F8A5DE7571928C9210F 1000w)
A unique way of investing
To forge powerful relationships and become sought-after for the more attractive and complex global investments, PSP envisioned a truly connected way of investing, collaborating across markets, industries and asset classes in order to see opportunities that were otherwise missed.
It’s what we call “spotting the edge”
The edge is the approach, the method and the opportunity. It’s what sets PSP apart. This simple brand idea generated a brand story that effectively represented PSP’s uniquely connected way of investing, positioning them as an insightful, open and decisive partner.
Dominique Dionne, Vice-President, Public Affairs and Strategic Communications
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_1.jpg?mw=325&hash=1BC364DC95DF054D6A424D3A0D2AD58B 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_1.jpg?mw=400&hash=4CA15F4FC7CE5F7226B97B4F60A46137 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_1.jpg?mw=500&hash=DB773116E8C83F71287A98E1EA36E69B 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_1.jpg?mw=750&hash=9C86791ECADDDAFBC79A92F581ADCB38 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_1.jpg?mw=1000&hash=05B91FBD8BF477F5892FE9A70CF19C2E 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_2.jpg?mw=325&hash=F3ADD4B0EFBAAAFB69D9788F9729DC9F 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_2.jpg?mw=400&hash=D14071C8FD0A28FBBCB919A5E9C9ADF3 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_2.jpg?mw=500&hash=29019818899BDCC1E7C6504F91821816 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_2.jpg?mw=750&hash=8D1B566067B8159DA5148ACEDEF1F908 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_mag_2.jpg?mw=1000&hash=0C26BBC332E3B07775480AF305737B19 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_4.jpg?mw=325&hash=F3FA90ED5B8BED25F400DFD1FF9C5352 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_4.jpg?mw=400&hash=8639C98A7C89F19F6851EC9AF0E71EF1 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_4.jpg?mw=500&hash=B4FC1E1D42B86E3CB08BA0983D9D7E8D 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_4.jpg?mw=750&hash=86B843FD44937D6894187698B9ED059B 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_4.jpg?mw=1000&hash=DEA9976BAC9E54E398EC7253ADF5B73C 1000w)
We put the edge at the heart of our platform
Whether through bevelled skylines, outlining opportunities or reinforcing different subject matters, the edge was used to highlight PSP’s approach across all communications. Spot the edge also sets the tone for an array of dynamic and clever brand statements aimed at a younger audience in order to attract fresh talent.
An identity filled with highlights
The identity focuses on 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.
PSP is creating an inspired investment launchpad
PSP’s strategic ambition is to create a firm where people at every level are taught and challenged to develop the ability to spot the edge, wherever it may be, together.
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_book4.jpg?mw=325&hash=8427D7150ECD53CE680F168508FB7D46 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_book4.jpg?mw=400&hash=AA4AAE5E6F523EA0FC5C94801E26CF4D 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_book4.jpg?mw=500&hash=B9C85A5F08774E5D8B89E247A4F4157E 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_book4.jpg?mw=750&hash=C0CFBEF6B3A7CA0450323216ADF94706 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_book4.jpg?mw=1000&hash=605842796F3F6D9758E9F176681E3135 1000w)
![](https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_2.jpg?mw=325&hash=B5A582B666C31B4DCFA5B0967FCADB37 325w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_2.jpg?mw=400&hash=58B7E546DC10E5EFB5A16ACC4F7587CC 400w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_2.jpg?mw=500&hash=D2668E1660784B51F6728F081D76184D 500w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_2.jpg?mw=750&hash=8DBA6A2DBF1B10205C5974DD6AA06632 750w, https://cdn.sidlee.com/-/media/sidlee/work/psp/spot-the-edge/psp_infopresse_2.jpg?mw=1000&hash=4D31065EB13E33ACCB5F18A257C6B9BB 1000w)