Mirae Asset is a remarkable Korean financial institution.
Launched at the height of the 1997 Asian financial crises, the company pioneered consumer mutual fund investing in Korea.
Its dominant position in Korea’s retail investment sector has enabled it to rapidly expand at home and overseas. The Hong Kong English copywriter helped the company in many ways, from video scripts to advertising, websites, collaterals and more.
I also coined the Mirae Asset brand positioning line: Building on principles.
The photographs for this Mirae Asset corporate brochure were shot at an airstrip in London during an icy gale. Ohhhhh the hardships the Hong Kong English copywriter will endure for his clients.
The brochure spreads demonstrate how a strong brand slogan can lead to interesting creative possibilities.
The bridge depicted is from a design by Leonardo Da Vinci.
