Rebranding a leading investment bank for the future.
The Problem:
Despite Mainstreet Capital's chequered history with multiple mergers and acquisitions, the new owners were willing to bet on the institution because of its brand equity and reputation. A reputation that has kept a considerable percentage of its customers loyal across decades. However, the brand was outdated, no longer appealing to the significant millennial demographic that made up the employee community of most investment banks, and deeply in need of digital transformation and an appealing narrative to help define and grow the next phase of the business.
The new owners wanted to transform from within and become a brand-led business, hence Arden & Newton was brought in to lead the long process of defining its future and shaping a new corporate philosophy and culture.
The new owners wanted to transform from within and become a brand-led business, hence Arden & Newton was brought in to lead the long process of defining its future and shaping a new corporate philosophy and culture.
My Role: Strategist and Project Manager (at Arden & Newton)
I doubled as a strategist, and project lead for the brand strategy development and brand activation campaign.
- I worked on the strategy team to conduct industry, competitor and market analysis to understand the arena where the new brand will play. This informed the brand narrative and philosophy - take the right turn.
- Defined the brand purpose vision, mission, personality, archetype, and core values.
- Planned and managed the execution of brand activation campaign - launch event for c-suite attendees, media coverage, branded assets production, vendor management.
- Managed the team of strategists and creatives to meet project milestones and delivery deadline.
