Description:

Pathfinder is a boutique fund manager based in Auckland with a focus on Responsible Investment (RI) in global assets. Pathfinder was facing significant hurdles, including industry confusion and consumer distrust of ethical claims, coupled with a lack of financial literacy amongst New Zealanders. In summary, Pathfinder were perceived as niche rather than a robust investment option. Our challenge was to reposition the business, broaden its appeal and acquire new investors.

Applying contextual research, we learned investors wanted to benefit personally and for the world but due to market noise found investing complex, leading to a perception of needing to accept reduced returns. Our brand strategy centred on the concept of ‘duality’ - generating both individual wealth and social and environmental well-being.

In response to our strategic thinking, we shaped a new brand narrative and visual identity with this underlying theme of duality throughout, expressing the balance between ethical and profitable outcomes. This notion of balance is evident in both the wordmark and symbol with the symbols equal components balanced together. Our symbol was also inspired by rock cairns used by early Scots as navigational aids across landscapes – original 'pathfinders' before roads existed.
Our typographic approach combines a modern sans with an expressive serif, reinforcing duality and providing an editorial feel fitting for Pathfinder as industry thought-leaders. Monochromatic core colours add authority, while a nature-inspired supporting palette brings warmth.

A suite of idea-led illustrations simplify complex financial and ethical investing topics, making them approachable and engaging. Photography of Pathfinder members, captured in conversation and tightly cropped, creates a sense of immediacy and human connection, standing out in an industry filled with stock corporate imagery. Macro nature imagery adds depth, with the vibrant hues contrasting core colours, further supporting the notion of duality.
The result is a distinctive, modern identity with an abundance of storytelling opportunities that elevates Pathfinder, supporting their growth and ambition, helping them to shape the financial future of Aotearoa.

Two years on, the brand transformation has yielded remarkable results. Within four months of the relaunch, sign-ups increased by over 50%, the average value of new customers to Pathfinder rose by 39% and after completing the rebrand tracksuit brand tracking metrics rose 55.6% over 11 months, a growth noted as “statistically significant” by the Tracksuit team.

Pathfinder have also been recognised with several prestigious awards for their impact on investing and the global footprint of businesses, including the 2023 Sustainable Business Awards' Communicating for Impact Award and most recently People's Choice Award the 2024 Mindful Money Awards. These accolades reflect the brand's enhanced visibility and credibility in the ethical investing space.