For many years, Old Mutual Asset Managers had featured a photograph of a gymnast in their advertising and marketing literature. But it had ceased to be effective ...and they'd lost sight of the reasons why it was there at all. We identified that the firm's focus on delivering performance was paramount. Developing a new strapline - 'The pursuit of performance' - was the first step. Evolving the existing gymnast into a series of original illustrations of athletes reinforced the proposition. The end result is a refreshed look and feel which the whole business is engaged with, and which is communicating their brand in the marketplace.