Skip navigation
HomeHomeServicesAwardsWinnersNews + ResourcesCollaboratorsaboutcontact
The Reserve 2006 REBRAND 100 Winners > distinction
Industry: Financial Services - Below: Before Images, Rebrand Images, Summary, Credits



Challenge - In 1970, The Reserve Funds invented an industry the money market mutual fund. Since then, the company has expanded from one product to over 200 and has grown to over $30 billion US. However, its identity and marketing collateral did not reflect this tremendous growth.

Strategy/Result - Interbrand developed a new brand name identity, collateral material and brand book that conveyed the company had grown beyond one product line and beyond funds in general. The new brand now aligns with the shifting needs of investors and the company's full suite of inventive cash management solutions.


Client: The Reserve -

Creative Firm: Interbrand -
Creative Direction: Carlos Sanchez, Chris Campbell
Design: Alan Lum, Kurt Munger
Copywriting: Maryann Stump, Valerie Garral


2004-2014 REBRAND™ Terms of Use