CM Investment Solutions Limited (CMISL) has rebranded to Lumyna, following its recent acquisition by Generali Group from Bank of America Merrill Lynch. Independent branding and innovation agency Dragon Rouge was behind the new brand strategy, name and identity.
Since the acquisition - which took place on June 12 - Lumyna’s team has expanded its competencies in distribution, marketing, compliance, technology and finance, and is further developing and preparing to launch new investment solutions. The newly-created brand strategy and identity represents another milestone in the company's success story.
The acquisition marks a change in the way the company markets itself - capturing the essence of the company with its new name, Lumyna, which alludes to illumination. Illumination relates to the company's ability to add knowledge, understand meaning, and make something appear clearer. These values helped to drive the creative development and build a strong brand identity.
Paul Holmes, global head of distribution at Lumyna, said: “This is a hugely important and exciting time for everyone at Lumyna. The new name and visual identity provides a very graphic representation of our pioneering and creative approach to asset management. At the heart of our brand story is the inherent tension between the solid, dependable and institutional nature of operating a trusted asset management business, and the creative, pioneering, flexible approach we take to meeting our clients’ evolving needs. The new branding, along with the imminent move to our new office space in Victoria, London bring testament to the confidence and trust that Generali has placed in us, as we look to grow our business in both the UCITS and non-UCITS spheres. We will continue to invest in and grow our business and are hugely excited about what this new chapter in our story can bring for our clients.”
Lumyna operates autonomously, although still benefits from the support of a large global group. Lumyna and the other boutiques acquired by Generali are coordinated by Generali Investments Partners.
David Beare, creative director at Dragon Rouge, said, “It’s been a highly collaborative journey working with Lumyna. They’ve been incredibly open to being challenged and at the same time have challenged us as an agency. This, in turn, provided an environment for us to develop a brand that really starts to push the expected norms and conventions of the boutique asset management landscape. The result is something that balances sophistication and rigour with flair and imagination - the primary ingredients that underpin the Lumyna business. And has helped set an exciting and fresh direction for the next chapter in the business’s evolution.”