Russell Investments, best known for its benchmarking indexes, also offers an array of mutual funds products sold through intermediaries and investment services marketed directly to clients. Absent was a brand platform to unify its multiple, global businesses. Playing off Russell's location in the Pacific Northwest, we developed the idea of Russell as a unique place reached by the High Road. This positioning focuses on a simple but powerful idea: that the purpose of a financial services firm is to create value for its clients, not extract value for themselves. Nature photography by Alan Ross, an Ansel Adams protege, turned Russell's distance from Wall Street into a virtue, a reflection of steadfast endurance and timeless values.