The brandline
 
The 16-point trading method gives Asterisk's traders a real advantage over competing investment funds and so as an expression of the 'Trading Insight' brand-idea the public-facing brandline is 'The insight advantage'.
 
 
Top-level brochure
 
The 'premium-ised' version of the Asterisk brand was launched to private investors in September last year. For the launch I also oversaw the production of a high-production values brochure. I wrote the bulk of the content, all the bold headline messages and worked with an editor who edits for the Financial Times to sharpen-up and enhance the body-text.
 
The idea was to not only briefly describe the firm at a top level for time-poor investors at face-to-face meetings but to present ideas in a conceptual and poetic way, much like The Economist uses short phrases to communicate complex financial ideas in their advertisements. For example, 'actively calm' appears paradoxical but makes sense in the manner in which Asterisk delivers value ie. calm but active as well as actively seeking a calm approach to avoid becoming the stereotypical view of traders as frenetic and stressed-out; Asterisk is fit to work for investors (ie. capable) but also custom fits individual investor requirements and, my personal favourite, Asterisk is mindful of security, which is presented as 'mind-fully secure' and this communicates that the minds working in service of Asterisk's investors are fully secure. Asterisk are confident that no other investment firms are able to offer such a high level of confidence when it comes to making returns on investments.