Brand Manifesto | Oaklins

 During my two year long partnership with Oaklins, a global M&A firm, I led them in developing their brand positioning, message platform, evolved visual identity, website and brand management strategy. The most difficult part was getting senior stakeholders from dozens of countries with different priorities and regional needs to agree on a unifying brand narrative defining who they are and what makes them different. We iterated the positioning and messaging platform many times over together, and finally arrived at what you see below in a 5 page excerpt from the brand manual I wrote for them. The brand concept, called ‘Believers’, is not a term to be used externally but is the driving idea behind what defines Oaklins advisors and unites them with their clients. The platform included 3 messaging pillars to guide communication around the brand’s main value propositions (guidance for how exactly to apply those is not included below).