CASE STUDY
Invesco
Transforming a global financial brand into the industry’s most client-centric thought leader
Challenge
The financial services industry often struggles with differentiation, where many brands blend into a ‘sea of sameness.’ Invesco, a global leader in investment management, has long been recognized for delivering unique investment experiences that help clients achieve more in life. However, in a rapidly evolving landscape, staying attuned to client behavior and appealing to a new generation of clients is critical. With a fresh global vision to become the most client-centric firm in the industry, Invesco turned to Prophet to evolve its brand – ensuring it stood out, fulfilled its promise to create greater possibilities for clients and attracted top talent.
Solutions
To transform Invesco’s brand, we began by challenging them to think differently. What if it looked and sounded less like a typical financial services company and more like a publisher? This editorial mindset became the core of the brand’s new direction.
We refreshed existing brand assets to leverage their equity while introducing new ones that were enhanced with illustrations and CGI, alongside photography, to visually bring this editorial direction to life. To accompany the visuals, we crafted a new tone of voice, defining Invesco as ‘The Intelligent Conversationalist’ – a persona designed to build relationships with audiences and reinforce their thought leadership.
A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.
Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.
A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.
Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.
Results
Invesco successfully launched its new brand, distinguished by a fresh look and feel that set it apart from competitors while delivering on its promise to clients. Employees are now equipped to clearly articulate Invesco’s unique value proposition, unified under the ‘One Invesco’ voice, driving greater consistency across the globe and within each region.
Think Editorial
During our immersion process, it became clear that Invesco’s strength lies in its diverse perspectives. Building on this insight, we established the foundational design principle, ‘Think Editorial.’ This approach encourages Invesco to act like a publisher, infusing editorial flair into both their visual identity and tone of voice. By offering such value to clients, sharing information from useful sources and being a respected voice online, Invesco can position itself as the most client-centric firm in the financial services industry.
Fine-Tuning our Words
To enhance the editorial impact, we paired the expressive serif of Invesco Editor with the versatile sans-serif Graphik. This combination allows the brand to seamlessly deliver its tone of voice across various needs – from marketing communications to legal disclaimers – ensuring that every word resonates with clarity and purpose.
“It was essential that Invesco flex its visual system to engage audiences at different stakeholder levels. To achieve this, we used imagery, illustration and 3D visuals with an intelligent, thought-provoking twist to communicate a wide variety of messages across the business.”
Shammi Umeria
Associate Creative Director, Prophet
Bringing it all together
We crafted a wide array of assets, including illustrations and CGI, to enable fresh, dynamic communications while avoiding over-reliance on any one asset or image style. A flexible framework was essential to effectively utilizing these assets. Collaborating closely with the internal brand team, we developed an online brand hub, complete with guidance and training modules, empowering teams to embrace and celebrate the brand with a unified visual and verbal approach.
Clearer analysis
Data is Invesco’s lifeblood and their expertise lies in making it meaningful for clients and partners. To support its goal of becoming the most client-centric organization in the industry, we created distinctive and clear data visualizations. By carefully curating color selections and sequences, we ensured that insights are always presented with simplicity and clarity.
Everything in its right place
Visual assets are not enough on their own. How they’re arranged is just as important as the assets themselves. We designed an underlying grid system that enables Invesco to consistently present information across all communications, ensuring everything is in its right place and delivering a cohesive brand experience .
“We’re moving away from a legacy of multiple identity variations, to create one clear, global brand. Where the brand needed to ‘Act Local’ the assets adapted to cultural nuances, localizing communications and staying connected to Invesco’s clients.”
Gregg Finlay
Executive Creative Director & Partner, Prophet