In February, the launch took place in Cape Town revealing the new brand identity and positioning strategy in the market, which aims to bring to life the ambitions of the business.
With the intention of partnering with locally owned Sub-Saharan African financial service providers, Arise chooses to maintain a minority shareholding in businesses, and through active participation, will reap returns through a long-term investment strategy.
Brand Union strategist Bruce Gourley says, “Arise aims to contribute to economic growth in sub-Saharan Africa and the prosperity of its people by increasing financial inclusion and employment, strengthening rural development, and alleviating poverty. The business is purpose driven, performance driven, and collaborative driven. We summed this up in the brand purpose – investing in local prosperity.”
Building on this, Alex Robertson, agency creative director, and his team explored a visual language that highlighted the local investment philosophy. It uses a universal African symbol related to wealth, such as cattle as the brand’s core icon along with the esoteric cues of the rising sun, which symbolises a new dawn that brings new opportunities, which mirrors the name.
Robertson adds, “The visual symbolism took into consideration the brand personality and embraced values such as ethics, consideration, dynamism, and optimism. The iconic African bull head and horns form the central graphic of the icon, creating a feeling of authority and dynamism.”
Gourley concludes, “Arise boasts differentiating features for its category that reflects its distinctive investment philosophy. This required an equally unique and strategically strong brand introduction to the market.”
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