Whilst their competitors often speak in the language of competition – to be bigger, better, smarter etc. – within MUFG Investor Services it is articulated differently; the drive towards ‘better’ is an aspiration that is integral to the MUFG Investor Services culture.
Continuous refinement and improvement forms a big part of the organisation’s culture and its attitude towards each and every client. Implicit is the promise to perfect their service, and a drive which always looks to improve as everyone within MUFG Investor Services seeks to attain mastery over their discipline.
We developed The Art of Investor Services as a strapline to reflect this pursuit of continual mastery. In this way, the concept of mastery resonates with the Group’s Japanese origins and allowed us to present MUFG Investor Services in a distinctive way.
From this, we created a visual theme reflecting these concepts and the company’s Japanese origins. We took a cultural focus of attaining mastery over a number of heritage disciplines, including the traditional tea ceremony, Shodo (Japanese calligraphy), bonsai and Ikebana (flower arranging).
The imagery reinforces that the benchmark is not formed by comparing oneself with others, but by testing oneself and committing to progress: it speaks of dedication, precision, passionate commitment and humility, all to the benefit of their clients.