Description:

Pathfinder is a boutique fund manager based in Auckland with a focus on Responsible Investment (RI) in global assets. Pathfinder has always been admired for its authenticity and commitment to ethical investing with delivering high returns, but were facing significant hurdles including industry confusion, 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 mainstream financial investment option. Our challenge was to reposition the business, broaden its appeal and acquire new investors.

Our approach started with investors. Applying contextual research we learnt ethical investing was wrapped in political debate, green washing and negative sentiments. Investors wanted to do the right thing for personal benefit and the world, but this felt complex due to the noise surrounding investing and led to a perception that investors needed to accept reduced returns.

We also dove deep into Pathfinder and the way they operated and found a financial company with advisors who cared passionately about both ethical investing and financial success. For Pathfinder, ethical investment isn’t just a token gesture, it’s what gets them out of bed in the morning.

Our brand strategy centred on using the power of investing to generate individual wealth and collective wellbeing. The brand promise we developed was to “activate a movement in investing in better”.

We then shaped a new brand narrative and visual identity with an underlying theme of duality to communicate generating both individual wealth and collective well-being. This was reflected in the graphic system, typographic treatment and illustrative approach. We reshaped all touch-points, from digital platforms, products to marketing, ensuring we reframed the brand as a confident, authoritative investment option.

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.

Since undertaking the rebrand Pathfinder has integrated our brand model into various strategic initiatives; it underpins their Ethical Investment Policy, it prompted their involvement in a The Curve podcast series, and has inspired product innovation with an upcoming referral campaign. Their brand model is central to their communications strategy, exemplified by 'The Pathfinder Quarterly,' a member communications plan balancing returns with ethics which received an "Excellent" rating from Klavyio for engagement and performance metrics, achieving top marks against best practice data.

Two years on, the brand transformation has yielded remarkable results. Within months of the relaunch, sign-ups increased, the average value of investments rose and brand tracking metrics increased.

Pathfinder have also been recognised with several prestigious awards for their impact on investing and the global footprint of businesses, including being recognised with 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.

By focusing on communicating Pathfinder's dual mission of generating individual wealth and collective well-being with greater clarity the brand transformation successfully maintained their unique qualities while accelerating growth in investor acquisition.

Pathfinder’s leadership and heightened visibility has played a major role in industry awareness, helping create a groundswell of momentum towards ethical investing - with the results benefiting not only their customers, but also community development, societal health and environmental well-being of Aotearoa.

Our work has positioned Pathfinder as a market-leading fund-manager in the ethical investing movement, inspiring trust and confidence among a broader audience.