IDENTITY • BRANDING • MARKETING COLLATERAL • ONLINE
Stratega was responsible for the maintenance of the ING Funds brand and its marketing materials for 7 years until the division was sold.
This included this included the development of all printed collateral from Annual Reports and Fund Fact Sheets to developing quarterly marketing campaign kits
for ING Canada’s network of advisors to assist in the
stimulation of sales, our goal was to always look for the unexpected and develop collateral that whilst unique in category, remained relevant to its markets. This unexpected
imagery heralded a
new attitude to
the marketing of
these typically conservative products.
Attached to some of these campaigns were animated flash banners, please view here.
Stratega also created a branding programme for a separate division of ING Funds to clearly
identify their bundled funds put together from
three different Fund
companies. This concept whilst common today was relatively new at the time and perceived as quite revolutionary. The branding therefore needed to delicately address the interests of all the parties involved, without bias to any individual company.
Dialogue with all the stakeholders assisted Stratega in developing an identity for the brand that addressed these requirements
Stratega then developed the brand manual and the program was subsequently rolled out across all marketing collateral.
The program received positive buy-in and support from the stakeholders, and went on to become one of ING Funds most successful products.