ASHA’s ‘macro micro’ positioning for Misys

Arthur Steen Horne Adamson has created new branding for risk management company Misys, based around a ‘macro micro’ positioning and using tilt-shift photography.


Misys is a global company that provides global trade and risk management software to the banking sector.

ASHA was appointed to create the new positioning by Vista Venture Capital, which had bought Misys and fellow software company Turaz and was looking to merge the two.


ASHA partner Marksteen Adamson says, ‘We had to create a launch positioning and collateral at high speed.’

The consultancy developed a positioning based around ‘macro micro’, which, Adamson says, ‘Focuses on the way in which Misys pays absolute attention to minute detail’. The strapline ‘The bigger picture in detail’ has been introduced.


This is expressed visually through tilt-shift photography, which has been used both in a launch video and also in photography, which is being used across all Misys collateral, including websites and brand literature.

For the internal launch, ASHA created screensavers and desktop wallpapers using tilt-shift photography, as well as employee notebooks, which ‘highlight the importance of each individual’s contribution and talent.’

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  • Marcus November 30, -0001 at 12:00 am

    What exactly IS the point of tilt-shift photography, can someone please explain? OK so it makes big scale look like a small model village but, why would we want that?

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