Unified brand identity strengthens investment partnership

BEA Union Investment (BU) is a partnership between Hong Kong-based Bank of East Asia and German financial leader Union Investment.

The joint venture combines Asian heritage with global expertise.

Founded 2007, BU delivers bespoke, unique investment solutions supported by incisive research and close client collaboration.

To support the company’s next phase of growth, BEA Union Investment appointed Stepworks to refine and document a unified brand identity.

 

Stepworks developed the refreshed brand identity and toolkit for BEA Union Investment

 

Brand building partnership opportunity

The new identity system is built around the positioning phrase Opportunity in partnership, which conveys how the joint venture creates opportunity through collaboration and teamwork.

The refreshed logo symbolises expanding opportunity through teamwork, with a rectangular element bridging BEA’s red and Union Investment’s blue.

Bespoke and unique

Deliberately highlighting BU and associating it with the idea of Bespoke/Unique rides on the fact that the partnership is universally referred to as BU. This association gives the brand a unique identity that respects its heritage.

Supporting elements include an expanded colour palette, refined typography, defined photographic and graphic styles.

The initiative ensures consistency and builds trust across all brand touchpoints.

An investment in ongoing clarity

Deliverables included updated brand identity guidelines, and a new stationery suite including name cards, letterhead, email signatures and PowerPoint templates.

Master artwork files and other assets were provided alongside implementation documentation to streamline production and internal alignment.

The revised brand signals a new era of value building

The collaboration between BEA Union Investment and Stepworks resulted in a clear and cohesive identity that reflects BU’s focus on partnership.

Through the unified brand system, BEA Union Investment strengthens its ability to communicate trust and opportunity – building lasting relationships and supporting sustainable future growth.

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