Work

Menu

Impact

Brand & Identity

Lead Generation & Sales Enablement

Customer Experience

Product Marketing

Recruitment & Employer Branding

Internal & Corporate Comms

This is my AIM

Services
  • Brand Strategy
  • Visual Identity
  • Video
  • Integrated Campaign
Expertise
  • Financial Services
  • Go-To-Market
  • Founder Storytelling
  • Regulated Markets

A new era for AIM. Delivered in three months.

The challenge

AIM is the London Stock Exchange’s growth market – 30 years old, more than 4,000 companies supported, and the most active growth market in Europe. On paper, a heritage brand with nothing to prove. In practice, a brand that had gone quiet.

Its identity had blurred against a reformed main London stock market and the rise of private capital. Its marketing and digital presence had dated, and its story was scattered across channels with no single voice or common thread holding it together.

London Stock Exchange set three objectives: re-establish a distinct identity; refresh AIM’s positioning and messaging; and build an integrated campaign to make an IPO on AIM aspirational again. Two constraints framed the work — three months to a fixed launch date, within a regulated financial market tightly bound by what could be said.

Hero Identity Film

Our approach

Listening first, thinking second
Before we put pen to paper, we listened — more than a dozen in-depth conversations with founders, prospective joiners and specialist advisers, layered onto the Exchange’s own research.

A community, not a listing
Two themes came through clearly. AIM is a community, where founders and investors back each other. And companies don’t choose AIM ‘to be listed’ — they choose it to build what comes next: to raise capital, fund acquisitions, reward their people and keep their options open.

Independence as the edge
AIM’s sharpest emotional difference from private equity isn’t cost or paperwork. It’s independence — the freedom to grow without handing over your strategy, your board or your future. AIM wasn’t short of substance. It was short of a voice.

The idea

The creative leap was to stop speaking as the exchange and let the AIM community speak for themselves.

The idea was ‘This is my AIM’ – carrying two meanings: my ambition, and my community. It’s a community-owned platform, powered by real founder stories rather than institutional claims, supported by a five-pillar messaging framework – Ambition, Control, Credibility, Community, Legacy – that flexes for pre-AIM and on-AIM audiences.

What we delivered

Visual identity
A confident new system built around an AIM typographic lock-up and a visual ‘window’ device that founders and their businesses can literally step inside – a distinctive Coral and blue palette, shot in a reportage style that trades boardrooms and City skylines for real working environments.

Hero film
A hero identity film that puts founders in the foreground before resolving into one shared statement of intent.

Founder case-study series
First-hand founder interviews turned into AIM success stories — proof points to run across OOH, social and a revamped website.

Campaign and resource assets
A refreshed digital presence and a resource layer including a Rules snapshot and a Guide for Entrepreneurs, built to turn interest into enquiries.

Kind words

The Somersault team transformed the insight that AIM is a community into the standout 'This is my AIM' campaign. Delivering such a high-quality campaign in a short timeframe was a remarkable achievement. The response has been overwhelmingly positive and we're already seeing a significant increase in website traffic and enquiries.

LSEG – AIM
Team Lead, Senior Manager, Marketing, Digital & Securities Markets

Next Project

Turning complex cloud-native tech into content that drives the buyer journey.

Mavenir

Brand / Storytelling