Invesco Design & Branding ACCIDENTAL INVESTING by Leo Burnett Chicago

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Industry Banking & Financial Services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Copywriter Eric Routenberg
Designer Kyle Poff, Luke Williams
Photographer Anthony Arciero
Released April 2011

Credits & Description

Category: Posters
Advertiser: INVESCO
Date of First Appearance: Apr 25 2011
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Eric Routenberg (Leo Burnett Chicago)
Creative Director/Art Director: Sarah Block (Leo Burnett Chicago)
Copywriter: Eric Routenberg (Leo Burnett Chicago)
Designer: Kyle Poff (Leo Burnett Chicago)
Designer: Luke Williams (Leo Burnett Chicago)
Agency Producer: Tom Kakos (Leo Burnett Chicago)
Senior Account Executive: Jessica Harold (Leo Burnett Chicago)
Account Director: Bennett Dixon (Leo Burnett Chicago)
Planner: Patrick Palmer (Leo Burnett Chicago)
Planner: Kevin Richey (Leo Burnett Chicago)
Photographer: Anthony Arciero (Leo Burnett Chicago)
Retouching: (Studio One)
Media placement: Poster Campaign (X5) - Internal And Trade Show Distribution - 25 April 2011

Describe the brief from the client

Transform a strong but invisible asset management firm into a known, credible leader.

Describe the challenges and key objectives
Show financial advisors and investors what Invesco, a global mutual fund company, stands against (Accidental Investing) and what they stand for by introducing a new investing philosophy (Intentional Investing).

Describe how you arrived at the final design
Create a series of visuals that use graphics from the financial world (pie charts, bar charts and graphs) to reveal the hidden traps that aren’t always so obvious when you invest.

Give some indication of how successful the outcome was in the market
The campaign succeeded in giving Invesco a unique visual approach to tell their philosophy in any form (television, print, outdoor and digital). Now financial advisors and investors know what Invesco stands against and what they stand for because they stand out in the category.
The work reflected the company’s philosophy so well that Invesco asked to have a series of posters made as inspiration for their own employees.