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Institutional Investor

Institutional Investor

FEATURED WORK

GLOBAL BRAND TRANSFORMATION

Optimizing the customer experience to increase global subscriptions

OVERVIEW

Institutional Investor is the world’s foremost multi-platform convener of global institutional investors. Worked directly with C-suite and division leaders in the USA, Europe and Asia to help drive brand transformation & customer experience across global markets.

WEBSITE

Implemented new UX/UI design systems across the digital customer journey to increase subscriptions.Partnered with channel owners across departments to reimagine disparate business offerings into a unified subscription product that was architected around user needs and behaviors.

DEMAND GENERATION

Implemented a new demand generation program and design systems to include email, digital ads, social media, and landing pages via A/B testing and marketing automation.

EMAIL MARKETING

Implemented modern user experience practices and continual optimization of segmented messages to email marketing programs that would engage users along a customer journey and convert prospects into subscribers.

BRANDING

Worked alongside internal and external stakeholders to reposition and rebrand the company and its multiple businesses and divisions into one unified brand message, value proposition and visual identity. Led design thinking for an enterprise application that would convene allocators, asset managers and II’s relevant content, research and forums into a unified experience. 

RELATED WORK

Hutzler

Hutzler

FEATURED WORK

REBRANDING HERITAGE

A legacy family brand needed a brand for the future.

OVERVIEW

Since 1938, Hutzler has been producing some of the best house and kitchenware on the market. Their products are recognizable around the world, but their name, and brand, was a different story. A family-owned and family-run business for over 70 years, asked us to put a face on their legacy.

BRANDING

We created the new Hutzler brand to bridge the continuum of innovation that connects the past, present, and future of the company. In the logo, the break between the “T” & “Z” represents a mark in time, well suited to the new tagline “Fresh Since 1938” —a three word encapsulation of the company’s over 80-year old history, their enduring commitment to innovation, and the practical function of their offerings.

AUDIENCE STRATEGY

We took Hutzler from a brand that created products to a brand with a mission: to empower families with the freedom to make healthy food choices. Insights from our research revealed the two main buyers were single women between the ages of 24-45, and “millennial moms” who wanted to be smart and forward-thinking about the choices they made for their families. We took this as an opportunity to define Hutzler’s vision as the brand that would “keep fresh food, fresh longer.”

PACKAGING

To exude the “fresh” strategy we created packaging that evoked the airy simplicity of Northern European design practices —elegant, clean, and allowing the product to speak for itself.

CORPORATE IDENTITY

Internal and external corporate identity was also a large part of our Hutzler mission. Business cards, letterhead, web and mobile responsive web platforms were all revamped in the new brand elements. Like their products, each of these assets projected an ironclad competence that was accessible and easily used by all employees to maintain brand consistency.

RELATED WORK

Total Defense Branding

Total Defense Branding

FEATURED WORK

GOING BEYOND PROTECTION

Total Defense gets a new brand that goes Beyond the competition

OVERVIEW

As a new internet security company, Total Defense needed a brand that would allow them to stand out and compete against industry leaders. After naming the company, I led a team of specialists to build the new brand anchored around a “beyond” the category strategy. While the competition focused on selling features and software, we positioned Total Defense as more than just internet security, and differentiated the company through a relentless commitment to protect their customer’s digital lives through a multi-layered offering of software, services and support that goes Beyond Protection.

PACKAGING

To stand out in the crowded retail shelf space against better known internet security providers, we designed the packaging to look like “pentagon level security.” Sleek, with a masculine color palette —the silver foils and raised emboss attracted shoppers to pick up the product, while allowing them to feel the multiple layers within the shield.

BRANDING

The inspiration for the brand came from the layers of protection from the Roman centurion’s armour. After establishing the Beyond Protection tagline, we went to work on building a brand that would be known for their multi-layered approach to protect businesses and consumers from cyber criminals.

DIGITAL

At the heart of the brand redesign was the eintire digital ecosystem. We modernized the company’s ecommerce website, product interface design, partner portals, email programs, landing pages, and social media properties.

SIGNAGE

RELATED WORK

Total Defense Videos

Total Defense Videos

FEATURED WORK

BEYOND PROTECTION

Disrupting a complex category with whimsical video content

OVERVIEW

When CA Technologies sold their internet security division to a private equity firm, our team was called upon to rebrand the new company and also disrupt the category with memorable video content that positioned their products and services to everyday people in an approachable manner. We enlisted the help of Michael Strahan and John Walsh from America’s Most Wanted to teach us about the dangers of internet security. Our team produced numerous videos from concept through full production and ignited the channel with a new brand ready to challenge the status quo.
Select Videos to View

“GEEKHAN”

Introducing, “Michael Geekhan”, the toughest defender on the grid iron, now teaches businesses how to defend against the toughest online threats.

“BAD COPS”

To further differentiate the new Total Defense brand and capture attention from both consumers and the b2b channel we paired John Walsh and Michael Strahan as “bad” cyber cops.

“PEP TALK”

Michael Strahan and Ian Eagle team up to inspire sales reps in the tech channel to get excited about the new Total Defense brand. Watch out Denzel!

Anti-Virus Product Video

We extended the campaign to include a series of product videos with performances from our two cyber cops that would make Reggie Hammond and Jack Cates jealous.

MOBILE SECURITY VIDEO

Our dynamic duo ease the fears of a paranoid caller by delivering easy to understand benefits of Total Defense Mobile Security.

INTERNET SECURITY VIDEO

Worms, trojans, and spammies are just some of the cyber threats our caller fears, but Walsh and Strahan educate him on how to get Total Defense.

RELATED WORK

Intuit

Intuit

FEATURED WORK

INCREASING VALUE, FOR A POPULAR PLATFORM.

Transforming Intuit’s small business email platform to be more effective

OVERVIEW

When Intuit created Demandforce, their ad-tech platform for small businesses, they still needed compelling and strategic creative that would increase appointments and keep customers engaged year-round. Because small businesses aren’t marketing experts, they approached us to create a year-long calendar of agency-quality content (both design and copy) to feed their platform.  After an intensive research phase, we created turn-key marketing solutions–including unique content, strategy, and creative–for over a dozen verticals all the way from automotive to nail salons.

CUSTOMER INTELLIGENCE

Not only did we study up on industry white papers and trade publications, but we also hit the pavement to talk to individual business owners in each vertical, learning about their specific industries, their most popular promotions, and high and low seasons.This helped us create a strategic calendar of promotions and other value-added content to deploy over the course of a year.

EMAIL VERTICALS

    • AUTOMOTIVE
    • CHIROPRACTIC
    • DENTAL
    • LIFESTYLE
    • NEW YEARS
    • OBGYN
    • OPTOMETRY
    • ORTHODONTICS
    • PODIATRY
    • PRIMARY CARE
    • SPA & SALON
    • VETERINARY

APPLYING BEST PRACTICES FOR EMAIL, PER INDUSTRY

We then devised a calendar of email interactions that would keep them relevant to their customers, but never an irritant.

CONTENT STRATEGY

With a clear understanding of Intuit’s small business audience, we developed a multi-layered content strategy to help them engage their customers with scheduled content that educated, entertained  or provided value to their customers. Industry research revealed unique insights into seasonal, service-based purchasing tendencies for customers in every vertical. We leveraged those insights to create compelling pieces of content that helped consumers stay smart, and induced them to pay a visit to their providers even in the off-season.

ANATOMY OF AN OFFER

Our UX for promotional emails was designed to induce readers to action, providing an immediate understanding of the offer and the value it provided. These templates were also flexible, allowing clients to customize their offers and their copy according to the needs of their own business needs.

MODULAR TEMPLATES

Small business owners know their business better than anyone, so we made sure that the templates we created were flexible enough to accommodate the local considerations of their operations. That meant a fluid back-to-front end integration that empowered them to plug promotions of their own devising into the agency-quality creative we provided, making Demandforce a fully automated marketing machine that could help any small business, anywhere.

RELATED WORK