Standing out from competitors with a content platform
The Challenge
How can UBS Asset Management differentiate its regular market insight for professional investors, who are already saturated by content and messages from competitors?
UBS operates in an environment where competitors produce enormous amounts of data and content. Research showed that UBS AM content is already recognised as high quality; the challenge was that it would get 'lost in the noise' of competitors' financial services marketing.
It was clear that UBS AM would benefit from a unified content brand that asserted a consistent visual and linguistic style across the many different types of content UBS produced for its clients. This would make UBS more visible as a strong, unified thought leadership voice in the noisy, crowded market.
The Solution
We created an organising idea and visual identity based on the historical term for ‘providing guidance through a maze’: ‘The Red Thread’.
We created a content platform built around an organic, moving red thread as a metaphor for connecting ideas through time and space. The Red Thread enhanced UBS's linear design language by introducing a red line weaving through imagery and artwork. The line represents a visual journey through UBS AM’s high-quality articles and content.
This was supported by a visual identity that reinforced the UBS brand, with a distinctive new element to visually unify UBS Asset Management content to help cut through the noise of financial services marketing.
As part of its launch, we delivered content for their digital hub, social media executions, event materials and an internal playbook that ensured the new brand could be successfully used across the business and other agencies.
Using one unifying graphic element, we have created a high-quality content platform that gives UBS Asset Management real ownership of a broad range of imagery and footage. We introduced a new design element and organic movement to one of the world's most recognised financial services brands.
This gives UBS Asset Management the flexibility to tackle the diversity of subject matter, market data and opinion pieces that make up the multi-faceted, incredible world of asset management with a clarity that stands out from the ‘sea of sameness’.
