Their new brand strategy aims to adopt a more thought-provoking and personal approach to clients with a clear tone of voice that cuts through the clutter of a busy financial marketplace.
The rebranding is a full redesign that includes all elements apart from the logo, using both sight and sound with the introduction of an audio tone developed in conjunction with Leicester University.
The first expression of the new brand is a new campaign that demonstrates the power of a simple proposition - the first step to making the right choices is focusing on the right questions.
Client insight and research into what motivates clients across countries and across all client groups identified that some questions stay pretty much the same.
Thus questions form the foundation of the creative concept.
The narrative structure poses questions from different life stages - family, our values, the impact we have on other people - and suggests that asking the right questions can make things a little clearer.
The brand film of simple black text on a while background shows hypothetical questions asked by clients, whilst press adverts, using images shot by Annie Leibovitz in a muted colour palette, present personal stories as case studies.
The questions and case studies form a powerful story arc that engages the viewer by allowing them to project their own answers into the narrative.
And of course there’s a great emotional hook at the end.
A simple concept, based on solid research, well structured, gracefully executed.
