INVESCO

Creative Direction: Global rebrand, Visual Identity, Digital and social, Video, Paid media, Experiential + Event, Print

2021 -Present 

Invesco, a global asset manager, was in need of a brand refresh in order to align globally across three key regions: North America, EMEA, and APAC. I worked with the team to refresh and update the brand in order to be more digital first across all touch points: digital + social content, video, paid media, experiences, and collateral.

The biggest challenge was to be as global as possible, while still staying regionally relevant. Each segement of the brand desired to have a unique visual identity that was crafted to their audience, but needed to feel like part of a global system. Because there is so much self produced content across the firm, we devised a flexible identity that’s clean, modern, and easy to produce depending on the size of the regional teams.

We updated the logo, tone of voice, modernized the grid system, edited the color palette to be more digital friendly and accessible, and refined typography. Directed and researched lifestyle + conceptual photo libraries. Introduced illustration and CGI in order to convey editorial and conceptual content in a fresh way. Simplified infographics to share complex information so it’s easily understood, and created a streamlined icon library. Aligned globally on accessibility standards. Elevated brand experiences + events. Refined premium and production resources.