As part of the Schroders Group, Cazenove looked to implement the new brand, yet retain their long-established identity of preserving and growing wealth. Advertising would need to be unified across print and digital for both Private Client and Discretionary Fund Management.
The copywriting needed to talk to clients in a personally reassuring, familiar voice, upholding the values of family. The imagery, also, had to be personal, showing people and families rooted in reality, with an emotive feel. Also for DFM capturing a personal moment in a business oriented environment. The digital used the art of cinemagraphs where just one part of the image shows movement. This created a sophisticated feel in tune with the values of Cazenove.