K2 started as a boutique fund manager in 2001, and has since grown into a significantly high performing business with close to $1billion under management.

Design by BlenheimBrand


Whilst their existing brand identity had served them well, it was time to revitalise the K2 brand strategy and identity to clearly align it with their future business objectives. In order to activate an ambitious growth strategy, the brand needed to not only communicate to sophisticated independent advisors and investors, but needed to expand its reach into large financial planning organisations. To do this K2 had to shed the negative perceptions of alternative fund management and be repositioned as a mainstream manager of high performing assets.

Design by BlenheimBrand


A new brand positioning was developed around evidence that K2’s past performance and investment strategies had provided positive returns and reassurance of downside protection in fluctuating markets for over 10 years. Refreshed brand values, personality and tone underpinned a strategic brand story for K2 that was built around the positioning concept ‘Vigilance Rewards’.

Confident, dynamic, detailed and smart were key personality traits in designing the new K2 visual identity. A confident and clean supporting visual language was developed and applied to their corporate, marketing and reporting material.

Design by BlenheimBrand


Staff and peers have overwhelmingly embraced their new positioning and visual identity. With a track record to back it up, it now clearly signals K2 amongst its competitors as a major fund manager.

Services included:

  • Workshops with K2 directors and management
  • Interviews with 20 knowledge holders, financial planners and clients
  • Competitor audit and review
  • Brand and communication audit
  • Brand identity and positioning strategy
  • Marketing communications plan