| Family Investments
2010 REBRAND 100 Winners > distinction
Industry: Financial Services
Enterprise Rebrand
Country Base: UK
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - In 2004, the government introduced The Child Trust Fund, with which every new born child was given money to start a trust fund. This created a highly competitive marketplace, and Family Investments became one of a number of operators licensed to sell CTFs as well as other financial products.
Challenge - Family’s position in this space had become unclear. Their marketing had relied for too long on an association with Mr. Men (characters licensed from an animated television program based on a series of children's books by Roger Hargreaves). They asked us to determine what they should stand for and what they should be communicating if they were to become the no.1 provider in the sector.
Strategy - Through rigorous consultation and strategic application, we
identified their position - “helping families do the right thing”. This both reflects how Family deals with their key stakeholders and also mirrors the motivation of any family looking to invest in these kinds of products.
From this core idea, we created a positioning statement that captured the client’s vision and point of difference, and which stands as a statement of intent to the outside world. We developed a new visual idea of a family tree reflecting the interconnected world of families and Family. This now lives on all Family communications.
Result - Family saved £200,000 per year through dropping Mr. Men. More importantly, they now have a brand which is all their own. This was helpful as their relaunch coincided with the meltdown of the financial markets.
Credits:
Client: Family Investments - www.familyinvestments.co.uk
Brand Strategists/Designers: Radley Yeldar - www.ry.com
Creative Director: Andrew Gorman
Designers: Alex Boylan, Keith Cullen, Ian Lanksbury, Janet Edwards
Account Direction: Lavinia Young
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