Contemporary design vision repositions F&C Investments' savings products in a competitive and highly-regulated market.
We developed a strong new proposition and visual style for F&C’s range of savings products. These referenced the company’s heritage and highlighted its expertise. Our approach was based on the customer proposition Experience When it Matters (which addressed the customers’ need for a trusted partner at key moments in their lives), and on a series of fresh and engaging illustrations and graphics. We designed and produced a wide range of advertising and communication material (including magazines, fulfilment packs and adverts) to support the company’s strategic marketing programme.
F&C Investments can trace its roots back to 1868 when the Foreign & Colonial Investment Trust, the world’s first investment trust, was launched. Over the years F&C has grown as a business and evolved to become a global organisation. It currently has over 25 offices in 14 countries, and its coverage is growing. It offers a range of savings products designed to meet varying investment goals, including the original Foreign & Colonial Investment Trust.
Why F&C approached H&A
F&C faced the challenge of differentiating their saving products in a crowded and highly-regulated market in which particular care has to be taken when making statements about the benefits that a product or service can deliver. They needed a partner who could work closely with their in-house team to deliver a strong design-led proposition that would make their products stand out and which could be rolled out across a range of marketing and communication materials.
part of BMO Global Asset Management
in 14 countries
in assets (as at 31 March 2017)
After in-depth discussions with the client to highlight the marketing challenges they faced and to understand their business goals, we developed a new customer proposition for F&C’s saving products. The foundation for this proposition was Experience When it Matters, a strong and identifiable statement that highlighted the fact that customers could trust F&C - the company that set up the world’s first investment trust.
We then established a new visual style for F&C’s savings products, this was based around a fresh and engaging series of illustrations that were designed to make the world of savings interesting and accessible. Specific identities were created for individual savings products. We also created a number of graphic devices that referenced the company’s heritage and long track record.
Working closely with F&C’s marketing team, the new proposition, product identities and visual style was then rolled-out across a wide range of marketing collaterals and channels. Deliverables included a series of magazines, fulfillment packs and product detail leaflets. We also produced a wide range of direct mail, magazine and on-line advertising and on-line mini-sites.
Enhanced Customer proposition
F&C gained a clear and compelling customer proposition and visual for their savings products. This provided a strong foundation for the company’s strategic marketing approach and allowed them to move forward in a coherent and effective way.
The strong visual approach H&A developed ensured that each of F&C’s individual savings products had a strong identity of its own, while also being easily identifiable as part of the company’s portfolio.
Strong communication materials
Our strategic approach to design meant that each element of F&C’s marketing and communications push was strong in its own right and that it also worked as part of a coherent, over-arching package to build the brand and boost recognition of individual products.
Our partnership approach to client relations ensured that the design and production process dovetailed seamlessly with F&C’s marketing and communications work.
“H&A were quick to understand the challenges of differentiation in our industry and the results of their work exceeded the goals set out in our brief.”