Our clients expect a return on their investment.
This is how we achieve it:

Brand Strategy

London & Colonial have built a strong and stable client base in the high net worth pensions market. Working exclusively through IFAs, they now wish to leverage their marketplace with a series of carefully developed and powerfully niched products.

We’ve been working with L&C since the third quarter of 2007 to evolve their brand from the old logo (pictured here) into a new design that is more contemporary and relevant, and therefore more accurately aligned with the objectives of the business. Having established a strong new template for the advertising in the first quarter of ‘08, we launched the new logo and branding at the end of that year with a new Corporate Folder and a new templated leaflet design for all the Product Literature.

The new brand and literature is acknowledged as already influencing the marketplace, with a better understanding of the value-added nature of both current and future products. The brand is becoming positioned as a trusted source of financial and related products and is now more closely aligned to the lifestyle of its customers, with the use of design cues that are intentionally integrated to position the brand alongside its client’s lifestyle choices, and demonstrate that the business offering is not simply about finance, it’s also about being complimentary to its client’s lives and their lifestyle expectations.

This brand strategy supports the planned expansion into new financial products, with the potential for brand extension into related product opportunities, and a much greater ability to leverage the client base.

Website Design and Development - www.londoncolonial.co.uk

Targeted primarily at IFAs, this new website (launched in January 2008) is specifically designed to support both current and future L&C products in a site that is very fast to load and also very easy to navigate and understand. IFAs are notoriously time poor, so to communicate effectively with them, all the key information in the L&C site is readily available and easy to act upon.

We created a graphic template for all L&C’s marketing collaterals that would endorse its new positioning, intentionally designing a strong horizontal look for all print and digital work. This not only gives the finished look and feel a strong cohesion, gravitas and authority, it’s ideally suited to the web, making pages fast to load and easy to understand.

 

New Corporate Folder and Literature Template

The first application of the new branding was into the design and production of the new Corporate Folder and its accompanying first Product Literature, the Open Offshore Bond. We used a tight colour spectrum to give a very robust authority to all this design work, and the final print work featured a number of special finishes, including matt lamination and selected areas of spot varnishing on the Corporate Folder, to fully realise the strength of the new branding.

 

Full Page Ad

Targeted directly at IFAs, a series of ads were developed in a campaign that ran in the first quarter of ’08, which featured a brand new L&C product. This is the New Open Annuity, created specifically to fulfil the particular needs of a high value niched target client, it is a unique product in its marketplace.

The ads concisely explained the simplicity, flexibility and increased revenue benefits of the new product. We used the space in the full pages in both the pinks and the glossies to manipulate the IFA’s attention towards comparison tables that succinctly explained the powerful product benefits. At the same time, we also achieved strategic brand development with the use of the new horizontal design template and careful designing of open space that emphasises the brand and the call to action. So the brand is about both status and accessibility.

A3 Ad

To conclude the series, we were commissioned to produce an ad that would summarise all the product benefits in one page. Using all the space available in an A3 pink, we made the ad work with a dominant comparison table, clearly defined benefits, use of easily readable sub-heads, short and powerful descriptions, clear brand stand-out and an obvious call to action.

Half Page Horizontal Ads

The challenge here is to make all the above objectives work in half the space. So the trick is to keep all the look and feel of the new template, and push the comparison table with very succinct product benefits and a clear call to action.

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