Aptitude Investments

Aptitude: Know-how with…attitude!

A bunch of really, really smart finance guys running a hugely successful investment management company, with hundreds of millions of dollars under management. Aptitude came to Juice when they were still known as Federal Way Asset Management, a nod to their Seattle based office.

But the company’s head office is in Vancouver, and the relevance of its name rendered meaningless. As part of the brand restructure we were briefed on, a new name became a leading priority, Aptitude emerging as the winner after several rounds of considerations. The name aptly positioned Aptitude as a highly successful entity; which led the design team at Juice to develop a fully comprehensive creative system, perfectly complementing its new name.

Aptitude was recently acquired by Goldman Sachs, who, in a rare acknowledgment, allowed the company to continue to operate as under the same name and badging.