The Challenge

Thomson Reuters had owned the Lipper brand, representing the much sought after Lipper Fund Awards, Lipper Alpha Forum and other capabilities, for a decade but it had not fully assimilated the prestigious name under its equally well known brand. The Lipper brand was also fragmented with legacy logos and messages still in circulation. 

Thomson Reuters realized it had an opportunity to build brand equity with asset managers by controlling the messaging and the graphic representation of the Lipper trophy logo across touch points.