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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

Tiger Direct

Tiger Direct

FEATURED WORK

BRANDING TO GAIN A COMPETITIVE ADVANTAGE

TigerDirect rebrands to increase B2B marketshare

OVERVIEW

TigerDirect, known as one of the oldest and largest consumer retailers of IT hardware and software products wanted to diversify their sales and appeal to a B2B audience. We were commissioned to reposition and rebrand the company to make a leap as the “cheap” consumer retailer to the strategic partner SMBs and enterprise companies can trust with their most complex IT technology needs to move business forward. As part of our strategy, we partnered with Shark Tank’s Kevin O’Leary, aka Mr. Wonderful, to become our spokesperson to hep catapult the brand forward. 
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BRANDING

In order to truly differentiate themselves, we helped TigerDirect examine their competition, and undertook a rigorous audit of their current brand. We uncovered that they had no single, galvanized message that spoke to their constituency, since their entire focus had been centered around price.
We helped TigerDirect redefine a new vision for the future and anchored their new brand DNA around their new mission which in turned become the rallying cry that would unify the company around a key message that would define what they stood for and what they needed to do to win.
Our goal wasn’t simply to give TigerDirect a brand makeover, but to set the foundation that would evolve the company from a transactional model to a company that focused on delivering value and establishing profitable relationships through the daily delivery of their brand promise.
 

LEAD GENERATION

With the new “Do More, Better” brand in place, we partnered with Kevin O’Leary to create an integrated lead generation campaign that would entice prospect down a marketing automation funnel and reward them with premium content through each of their interactions. The content consisted of a campaign where Kevin O’Leary would share his Wonderful Business Tips. We created emails, landing pages, cheat sheets and a video library that users would access the deeper they engaged in the campaign.

VIDEO CONTENT

Video became a huge component of our rebrand to help build trust and create value through engaging video content that prospects, customers, partners and employees could learn from and enjoy. We created a marketing launch video that unveiled the new brand, as well as hundreds of videos with Kevin O’Leary and his Wonderful Business Tips series. 

SOCIAL MEDIA

We now had all of the components and content that we used in our social media strategy to help promote the new brand and create maximum engagement across TigerDirect’s social media properties. We launch the new social media brands with the “Ask Kevin” contest, where users would be able to interact directly with Kevin O’Leary and ask their business questions and get answers. The campaign got great traction and immediately the participants engaged and won all sorts of cool things in the process.

SALES ENABLEMENT

With the new brand and marketing programs in hand, we developed TigerDirect’s partner program, demand generation portal and sales collateral to help them transition into a B2B technology reseller and nurture their relationships. We helped them create a tiered partner program, with a defined sales and onboarding sequequence with automation of follow up emails, notifications, landing pages, sell-sheets, brochures, call scripts, shipping inserts and much more. 

RELATED WORK