| MetWest - Metropolitan West Asset Management
2009 REBRAND 100 Winners > merit
Industry/Sector: Financial Services/Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The investment management firm Metropolitan West Asset Management brings together an expertise in fixed income investing grounded in sensible risk management practices, client service that puts a premium on accessibility, and an atmosphere within the firm that prizes intellectual curiosity and collaborative thinking.
Challenge - The firm’s identity system suggested an antiquated company lacking confidence and forward-looking views. In addition, while the company was commonly referred to as MetWest, the logo reflected an acronym rarely used by employees and clients.
Strategy - KBDA designed a new brand for MetWest that both streamlines the firm's name and gives its collateral, website and trade show graphics a bold, proprietary look. The new website played a critical role in these rebranding efforts. One goal was to make the financial data more accessible and user-friendly. Equally important was to reflect the firm’s culture with an engaging writing style and a photojournalistic approach to the photography
Result - KBDA helped to strategize the rollout for internal and external audiences.
The new brand was launched online and at a national trade show in June 2008 and has increased the firm’s visibility among clients and competitors alike. The new web site design with interchangeable homepage billboards has allowed MetWest to almost instantaneously communicate with its clients and constituents about the country’s current unprecedented economic conditions. The availability of these timely and thoughtful communications has enhanced MetWest’s reputation as a thought leader, and increased the firm’s visibility in the press. MetWest has received consistent kudos from colleagues and clients about the new materials including the following:
“I spent some time on your website today and was so impressed! It's fresh
and clean, and certainly positions MetWest as an industry thought
leader. The new features will make your website a popular go-to source for
timely, relevant perspective on industry events. The "Featured Team Members" is such a nice way to humanize your team and convey your firm's people-oriented culture. Our team was delighted to see on your timeline that the firm has grown to $25 billion assets under management and more than 100 employees. What an exciting success story!”
Credits:
Client: MetWest - www.mwamllc.com
Brand Strategists/Designers: KBDA - www.kbda.com
Creative Director: Kim Baer
Logo Design: Keith Knueven, Allison Bloss
Website Design: Allison Bloss
Website Writing: Mandelbaum Partners
Web Programming: Mark Frankel, Arroyo Design
Stationery System/Presentation Materials Design: Elizabeth Salud, Leslie Sigler
Logo Launch Card Design: Elizabeth Salud
Fund Fact Sheet Design: Allison Bloss, Keith Knueven
Photography: Mark Halper
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