- Client
Capitqal Group
- Services
Branding // Creative Direction // Advertising
After 85 years, Capital Group needed to shift the equity in their product, American Funds back to their parent company, Capital Group. With over $1.8 trillion assets under management, Capital Group is one of America’s oldest and largest mutual fund firms, yet is relatively unknown to consumers. In an age where consumers are self educating, the brand needed to shift their approach from only targeting advisors of investors, to empowering investors to make sound financial decisions while still supporting their advisors that help them for the long term. Aimed to increase brand awareness and approachability in a historically cold category of investing and mutual funds, we introduced a fresh and layered color palette, modernized the logo, developed the creative brand platform around the relationship between Capital Group, advisors and investors as well as developed an extensive campaign touching every point along a targeted users journey. Along with this work came a 180+ page style guide for both internal teams and agency partners to execute a seamless end-to-end branded experience.
Complete brand redesign including modern color palette, new logo and creative brand concept/platform
Programatic and traditional ad placement
Traditional, targeted ad placement
Out of home, elevator immersive experience
Out of home, Schwab advisor conference ads
Out of home, commuter journey touchpoint – advisors and investors
Out of home, commuter journey touchpoint – advisors
Out of home, commuter journey touchpoint – investors
Print ad placements – investors
Brand launch videos introducing how American Funds from Capital Group has helped investors achieve their dreams for over 85 years
Brand launch videos introducing how American Funds from Capital Group has helped investors achieve their dreams for over 85 years
