Amova Asset Management

Challenge

Born in Tokyo, Nikko Asset Management had built a trusted legacy over 65 years in Japan and beyond. As the business evolved—broadening its investor base, expanding its investment capabilities and deepening its global footprint—its engagement model also became more modern, language-agnostic and globally integrated.

But while the company’s Tokyo heritage remained a powerful part of its identity, its brand no longer fully reflected the business it had become or the future it was building toward. As Nikko Asset Management continued to grow globally, it saw an opportunity to create a new brand that could better express both its origins and its international ambition.

Solution

Prophet partnered with Nikko Asset Management to create a brand for its next chapter of growth. Through interviews, audits, and co-creation workshops, we clarified the company’s ambition and the role the brand could play in expressing it.
The result was Amova Asset Management, a new name shaped through a collaborative process involving 175 colleagues worldwide over more than a year.

Derived from “Asset Management”, “Move” and “Nova,” Amova expresses progress, renewal and continuous innovation.
 The new brand reflects the firm’s evolution as a global asset manager and its commitment to helping clients navigate a changing investment landscape with confidence.

We brought the brand to life through a visual identity that combines precision with warmth. An arrow-inspired motif conveys direction and momentum, while a distinctive purple palette and rounded forms express confidence and approachability. Under the tagline “Your Goals. Our Commitment.” and the message “Born in Tokyo. Shaped in Asia. Powered by Global Insight.”, the brand launched across film, digital, print, and out-of-home channels.