Brief
EFG had just completed a large corporate rebrand which included a full website. The brand was based on the idea of entrepreneurial thinking in private banking, a notoriously conservative sector. Using their new brand look and feel, they wanted to grow their positioning in the market through design and advertising.

Solution
We created momentum in the market. Using great design to attract high-net worth (HNWI) clients and carve out a distinctive position in the market place, building awareness with potential clients.

Prospective clients needed to be immediately drawn into the EFG world; we needed to reassure them that EFG was the bank to go to when seeking wealth management services. In order to do that I produced an online marketing campaign focussed on raising awareness and one retargeting those interested. I then ensured that certain sales and marketing materials were consistent with EFG’s new brand identity (brand materials consistency is often an issue in many businesses and leads to a disjointed customer journey). This ensured a smooth journey from the first touch-point (the online advertising) through to second and third touch-points, the brochures and information on EFG financial products.

Outcome
Not only did we help EFG have a more appeal to prospective customers but more than that, through conversations with stakeholders I was able to further prove the business value of design, especially in a market like finance that rarely sees what design can do for a business. This in turn helped the EFG marketing team begin to open the door to a larger budget allocation.