ITG Design & Branding DECODING SIGNAL FROM NOISE by Landor New York

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DECODING SIGNAL FROM NOISE

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Industry Banking & Financial Services
Media Design & Branding
Market United States
Agency Landor New York
Executive Creative Director Nicolas Aparicio
Released January 2012

Credits & Description

Category: Advertising Typography
Advertiser: ITG
Product/Service: FINANCIAL SERVICES
Agency: LANDOR ASSOCIATES
Executive Creative Director: Nicolas Aparicio (Landor Associates)
Creative Director/Motion Graphics: Brittnell Anderson (Landor Associates)
Client Manager: Julia Capeloto (Landor Associates)
Creative Director/Branded Environments: Cameron Imani (Landor Associates)
Implementation Manager: Jill Imani (Landor Associates)
Implementation: Dave Janka (Landor Associates)
Senior Manager/Verbal Branding: Anthony Light (Landor Associates)
Design Director: Michael Lin (Landor Associates)
Senior Designer: Junko Maegawa (Landor Associates)
Senior Designer: John Martinko (Landor Associates)
Insights Director: Kara McCartney (Landor Associates)
Branded Environments: Wylie Robinson (Landor Associates)
Executive Director/Digital: Patrick Saunders (Landor Associates)
Executive Director/Brand Engagement: Thom Wyatt (Landor Associates)
Media placement: Brand Program - Collateral - 23 January 2012

Describe the brief from the client
ITG is an independent research and execution broker. They are able to identify key market insights that help their clients achieve financial performance, and mitigate risk. The goal of the programme was to define a brand idea and a visual system that simply communicated the concept of taking bits of market data and being able to decipher an actionable insight.

Describe the challenges and key objectives
The goal of the programme was to define a brand idea and a visual system that simply communicated the concept of taking bits of market data and being able to decipher an actionable insight.

The challenge was doing it in a smart and engaging manner that breaks convention in the financial sector, but is still relevant to the intended audience.

Describe how you arrived at the final design
The identity system brings to life our idea of ‘Market Wizardry’ with ‘coded’ messages executed in a staggering word approach with unexpected word breaks. The system engages and encourages the audience to decipher the meaning across each communication. It is a courageous and smart idea that clearly communicates what the brand does, decoding signal from noise.
A unifying look and feel connects all digital and non-digital touch points. It always communicates the purpose behind the brand while engaging the audience in a smart manner not often seen in the financial sector.

Give some indication of how successful the outcome was in the market
- Unified a fragmented global network
- It has attracted more portfolio managers within 3 months of launch due to a clear understanding of what the brand does
- It has allowed them to sell a higher number of services to existing clients
- Visits to ITG.com tripled within the first 2 months after launched