Advancing Strategic Design for Identity Finding in the Financial Services Industry

PenderFund is a small and growing mutual fund company in an industry facing rapid changes. In order to thrive in the industry, the company needs to become more sophisticated in its sales and marketing techniques. In order to move to its next phase of growth, Pender must first investigate and determine what it stands for—finding a vision and mission to guide its growth. To navigate expected industry shake-ups, Pender must increase its brand awareness and strong reputation across Canada. Primary and secondary research using strategic design processes and the Ask.Try.Do. principles will provide the partner with a fully co-created communications platform on which to test brand awareness raising campaigns.

Faculty Supervisor:

Dr. Moura Quayle


Noelle Harvey


PenderFund Capital Management




Finance, insurance and business


University of British Columbia



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