Situation

A milestone for a global investment business

Gaw Capital is a Hong Kong-based multi-asset investment management firm with an AUM around USD35 billion. Founded in 2005, the firm earned a reputation for unlocking real estate value in high-barrier-to-entry markets.

To coincide with its 20th anniversary, Gaw Capital engaged Stepworks to accurately shape stakeholder perceptions. The occasion also heralded the firm’s commitment to continuing its global expansion into wider opportunities. The initiative aimed to unify brand architecture and expression across diverse touchpoints.

Response

Teaming up to build value in branding

The Gaw Capital and Stepworks teams collaborated to clarify stakeholder perceptions. They enhanced key messaging and brand design so stakeholders better understand what makes the firm unique. The evolved brand identity expresses evolution, adaptability and inclusiveness. Messages highlight Gaw Capital’s values: passion, responsibility and creativity. A carefully-considered brand architecture organises portfolio brands to optimally support the firm’s objectives.

Outcome

Brand expression aligned with brand strategy

The enhanced brand advances Gaw Capital’s business evolution and ambitions. The new identity system articulates the firm’s purpose and supports engagement with institutional partners, sovereign wealth funds and top-tier global talent.

The collaboration equipped the Gaw Capital team to apply the brand consistently across global communications and maintain clarity of expression as it continues to expand.