Leithner & Co is an unlisted public investment company, primarily sought-out by high net worth individuals and sophisticated investors.
For over 20 years, they’ve practiced the traditional ‘value’ approach to investment pioneered by Benjamin Graham and adapted by Warren Buffett.
The founder of the company, Chris Leithner wrote the book on value investing in Australia, 2005’s The Intelligent Australian Investor, and is a well-respected voice in the industry.
With former Queensland Police Commissioner Ian Stewart assuming the Chairman’s role, Leithner & Co were keen to grow the amount of funds under their investment.
As part of this, they tasked Brother & Co to undertake a Brand Refresh, developing a new positioning, brand identity, tone of voice and website.
We engaged the key Leithner Directors in a greyspace workshop to ensure we fully understood their vision and goals.
It became clear that their adherence to the long-term investment philosophy, not short-term thinking was the key attribute to bring to life.
We explored a range of Positioning Territories encapsulated in short taglines, written brand manifestos and visual/colour references.
We wanted to understand where the clients’ head was at, and what they felt would resonate most strongly with shareholders willing to invest a minimum of $500,000.