Schroders: Developed a new sustainability narrative and messaging

The challenge

Schroders is a global investment manager and FTSE100 constituent. In 2021, Schroders launched Schroders Capital to bring its private asset capabilities, including private equity, real estate, infrastructure, and venture capital, under the same banner.

The company needed a strategic approach to differentiate Schroders Capital’s combined offerings from the broader group, whilst incorporating a renewed emphasis on sustainability and ESG – all while deciding how they wanted to fundamentally present themselves.

Our approach

For the overarching brand of the division, we moderated workshops with the Schroders Capital executive team, developed brand positioning and strategy, and crafted a  group-level narrative aligned with all involved parties. We helped the executive team move its understanding from ‘multiple boutiques’ to a unified offering, capable of delivering world-leading solutions.

Sillion researched and developed narratives for each of the organization’s private asset classes, informed by the overarching brand narrative, with the aim of creating a cohesive and proactive approach across future messaging. Each asset class narrative was constructed following detailed interviews with the leaders of the individual businesses to gain a detailed understanding of current and future opportunities in each space. These have been translated across to web copy. 

Outcomes

• Greater external alignment between Schroders Capital and Schroders Group, making the sustainability investment case clear for its investor-facing audience.

• Sillion continues to work with Schroders on a retained basis, advising on strategic  finance communications and current ESG-related regulatory requirements.