Financial Services.
Brands that ask people to trust them with their money, across generations. Trust is the product. Everything else is packaging for it.
From the position to the governance that protects it.
In this category a brand is a promise a regulator can read. It has to be warm and exact at the same time.
Who you are for, in a category where every competitor claims the same three things.
The evidence behind the promise, and where a customer meets it.
A system that reads as serious without reading as cold.
What the relationship manager actually puts in front of somebody.
App and portal built on the brand, where most of the relationship now happens.
Approvals, compliance and the rules that keep the brand intact under scrutiny.
Financial services transformations.
A wealth business that chose to stay high touch while the category went to screens. The brand had to justify the choice.
