The Brief
Gryphon Asset Management requested a rebrand from our team. Yet, we saw the opportunity to bring a brand with boundless potential into this decade through an identity update and strategic repositioning, which would ultimately be complemented by a below-the-line brand awareness and advertising campaign.
The Rationale
Every task undertaken by Gryphon Asset Management is driven by purpose. Thus, it's not what they do that differentiates them within the financial services industry; it's how they go about doing it.
With this in mind, we strategically repositioned the brand through a refreshed brand identity rolled out across all brand collateral. After addressing all the necessary elements, we created a three-month BTL advertising and brand awareness campaign. This campaign extended across digital platforms to reinforce brand messaging and reach a broader audience.
FOR THIS PROJECT, I WAS RESPONSIBLE FOR:
CONCEPT DEVELOPMENT, PAY-OFF LINE, BRAND STRATEGY, SOCIAL MEDIA MANAGEMENT, WEBSITE CONTENT WRITING & CAMPAIGN COPYWRITING.
THIS PROJECT WAS COMPLETED IN 2018 WHILE I WORKED AS A COPYWRITER FOR WHITESPACE CREATIVE.
VICKI NORTJE WAS THE LEAD STRATEGIST, CAM FINEZZI JONES WAS THE GRAPHIC DESIGNER, KYLA ACKERMAN WAS THE CAMPAIGN DESIGNER & SEAN HARRISON WAS THE CREATIVE DIRECTOR.