Product category:
Integrated marketing
News Release from: Liquid Communications
Edited by the Marketingservicestalk Editorial
Team on 25 July 2007
Liquid pushes Octopus brand as listening
investor
Liquid Communication continues to define the personal approach of award-winning fund manager Octopus Investments with a refreshed website and two new corporate brochures.
Octopus is intent on building a brand that reflects trust The company's new positioning statement, Products that perform People that listen and the visual translation of this has been developed by Liquid in the months since the agency secured the business in April 2007
The brochures and website are the first rendition of this positioning and visual approach.
Liquid managing partner Olly Raeburn explained: "Investment can be a complicated and sometimes intimidating world; Octopus are demystifying that world for retail investors who want to enter more sophisticated financial markets, as well as providing an innovative and time saving service for Independent Financial Advisors, who are financially very savvy.
"The design challenge was to create collateral that talked to two quite different audiences while maintaining the brand values of Octopus as an innovative investment company that really listens to its customers".
Both the website and brochures provide a warm and welcoming interface featuring vibrant but professional colours and pictures of typical Octopus customers as well as the Octopus management team themselves.
The website has simple navigation and a friendly tone of voice devoid of jargon.
There are two entry points allowing users to take a journey relevant to them.
The design is carried offline in two corporate brochures, each one aimed at Octopus' distinct markets; IFAs ranging from high end private bankers to 'Mr Smith' who works alone and 25-90 year old retail investors, who need help to maximise the potential of their money.
The corporate brochures will be sent to potential clients with a product brochure when one is requested.
It will act as an introduction to the brand before the recipients enter the nitty gritty of the product information.
The website is the introduction and product detail in one.
Both are therefore important communications early on in the customer relationship.
Simon Rogerson, CEO of Octopus Investments, said: "The brochures have to convey the soul of the company and act as an emotional hook that draws in people.
"Liquid has managed to successfully encapsulate our ethos, delivering our message in a truly engaging way; they have broken through the "members only" club feel of fund management products and have helped us open up the world of investment to everybody.".
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