Asset management company Topcapital asked me to help them with the repositioning of their online brand iBeleggen. What distinguishes both brands in their market, is the ‘slow’ investment strategy, which comes down to investing as safely and widely as possible in different international indexes. Since both brands worked with the same philosophy, my first suggestion was: why not merge your brands into a new brand? So that’s what happened. Except for the positioning, I also helped finding a new brand name, creating a visual identity (by Lowres Creative Studio) and building a digital platform (by Studio Bruikbaar). De new name is Bloei (blossom), referring to growing your wealth and the slow-investing state of mind that may lead to personal development. This all turned into the brand proposition: Groeien met geduld (growing with patience).