Asia-based investment firm PAG invests in its brand

17 May 2019

PAG is an independent alternative investment firm based in Asia primarily serving institutional investors. With USD30 billion AUM, PAG has developed a wide regional presence, and is uniquely committed to bringing best-in-class risk management, governance and transparency to its partner businesses. PAG wished to differentiate its offering and amplify the value of its approach to its audiences.

Hong Kong brand strategy agency Stepworks partnered with PAG to define and express its offering. Together they enhanced PAG’s website to better convey its investment approach.

Striking goldfish

Stepworks created a brand model to identify what makes PAG genuinely unique. The process involved developing the DNA – A proven approach to investing in Asia. The brand model guided the creative expression of the website.

Stepworks wrote, designed and developed PAG’s website to clarify its various investment strategies. Stepworks enhanced the website’s UX and UI to make it simple and relevant to PAG’s audiences.

Stepworks built on PAG’s existing brand identity for its website to create a visual style distinct within its sector. PAG’s goldfish logo was brought to life with an original looping video clip of a live goldfish, which featured on its homepage. The website generously used PAG’s rich secondary colours to make pages more lively and readable. At a more granular level, navigation iconography subtly reflected the logo’s matchstick style.

The new website and brand enhancement were well received by the PAG team and its partners. PAG has since used the key visual of its live oranda goldfish across other areas of its business, such as its internal conferences.

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