Disrupting the sector with radical common sense
  • Brand
  • Marketing
  • Communications implementation
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7IM was created with the belief that investing for the long term should not be complicated. The seven founding partners were able to talk to clients about complex investment products in very simple and relatable terms. However, beyond themselves, they had no brand to help them communicate with intermediaries and, latterly, direct to private clients.


7IM is the antidote to investment management gobbledygook. This rare ability to be straightforward is captured in their brand philosophy of ‘radical common sense’, which lends itself to a no-nonsense approach. The intermediary brand is black and white, simple and bold. Seven secondary colours used in type or imagery punctuate communication and marketing with personality. The private client brand is the reverse: colourful, with black and white type and imagery. Copy for both is direct, affable and refreshing to read.


  • Brand reviews, audits and research
  • Brand positioning, narrative and messaging
  • Tone of voice
  • Brand architecture
  • Visual identity
  • Brand guidelines
  • Launch communications
  • Campaign strategy and creation
  • Strategic marketing campaigns
  • Internal and external marketing campaigns
  • Advertising
  • Digital advertising
  • Thought leadership
Communications implementation
  • Literature and stationery
  • Presentations
  • Merchandise
  • Website
  • Advertising
  • Copywriting
  • Thought leadership

Client feedback

Working with Frank, Bright & Abel is just what it should be – they get who we are and what we do and they have delivered a series of intelligent and engaging ways for us to communicate that. They challenge us when they need to and are pragmatic and practical.

Jane Routledge

(former) Head of marketing, 7IM


Transform Awards Europe 2019
  • Best use of copy style/ tone of voice – Bronze
  • Best development of a new brand within an existing brand portfolio – Bronze
  • Best external stakeholder relations during a brand development project – Highly commended


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