How does a large financial company brand its new ETF funds to clients staying within its brand yet differentiating them enough to avoid confusion as they are a different type of investing?
The solution was two fold. First through market research and strategic conversations with leadership, I discovered the branding was only half the challenge. The other half was trying to find a way to educate investors about ETFs. To solve both of these challenges, we created a fully integrated infographic campaign that allowed us to use brand colors and assets, yet balance the designs with iconography and graphics that could visually tell stories on how ETF investing worked and the type of thinking that went into each ETF that was offered. By visually telling the investment stories through infographics they were able to reach a larger audience repurposing the same graphics for social media, marketing materials, events as well as presentations. It was the first time the company had used visuals other then data graphs and photography to draw in attention. The end result was extremely well received. All work was done in-house to keep budgets low and the work was spread among the design team as a team bonding collaborative project. The campaign later received multiple “best in class – marketing campaign” financial awards beating out much larger financial companies.