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 being of 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We created a unified content brand/platform based on the organising idea of The Red Thread, a historical reference to a key that shows the way through a maze or a line of thought.
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.
