Purpose Investments Launch

One of our favourite (and sometimes challenging) clients is Som Seif of Purpose Investments.  In 2005, Som started Claymore Investments, one of Canada’s ETF pioneers. He championed ETFs and low-fees, giving investors an alternative to Mutual Funds and their high fees.

When Claymore was sold to BlackRock Inc., we were curious about Act 2. Last fall Som came into the office to lay out his new idea: an investment company that offers high-end investment tools to everyday investors – at low prices.

The challenge was to develop a name, brand identity and website design that reflected Som’s commitment to making investing cheaper and better for Canadian investors.

With its Instagram-style photos, the result looks more like a social sharing site than a traditional text heavy, blue-dominant investment website. The site’s opening line “We don’t live to invest, we invest to live, that’s our Purpose,” reflects Som’s philosophy that investment companies need to focus on their customers – investors – not on themselves.