| Stadion Money Management
2010 REBRAND 100 Winners > notable
Industry: Financial Services - Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Operating in the US today, there are over 6,000 mutual funds and even more private money managers. These companies struggle to sell their intangible services and differentiate themselves. To this, add the financial services collapse that hit in October 2007.
Challenge - For years, the Georgia-based national money manager, PMFM, Inc., had been held back by its cumbersome, meaningless acronym. While their investment strategy achieved remarkable returns, it was hard to explain. On top of this, one of their product lines, 401k Toolbox, had gained brand equity but its customers didn’t know PMFM.
Strategy - First, we established a brand architecture that brought all products, services and marketing initiatives under one brand umbrella. Next, we renamed the company and developed a brand identity that was down to earth, customer-focused, easy to understand, and memorable. PMFM was then renamed "Stadion"—the name of an early Greek foot race, providing a strong metaphor for the strength and endurance consistent with their approach to long-term investing. We introduced a colorful and unexpected illustrative style and translated their story into plain English. We developed a tagline for them that communicated their sales proposition confidently and cleverly: “Start smart. Finish strong.”
Result - We designed the new Stadion brand to stand out in an industry full of sailboat and flag imagery. And it did just that. Wholesalers and investment advisors clamored for materials as soon as the new collateral was released. Stadion, expecting their print run to last them all year, went back to press just two months later.
Credits:
Client: Stadion Money Managemet - www.stadionmoney.com
Brand Strategists/Designers: Thinkso Creative - www.thinkso.com
Art Direction: Brett Traylor
Editorial Direction: Elizabeth Amorose
Lead Designers: Brett Traylor, Julia Zimmerman
Illustration: Megan Forb, Julia Zimmerman
Web Design: Adam Snetman
Motion Graphics: Chris Thomas
| |
