GAM Investments are a pan-European brand that needed a creative lift to build awareness of who they are, and what they are good at. They have great products, are well thought of, but not enough professional investors know that much about them. The brand in Europe was not so well recognised due to acquisitions, historical ownership and a lack of presence. What they needed was a strong, single-minded creative proposition that works for brand and product.
To articulate existing brand guidelines and develop a distinct visual style, we positioned GAM Investments with the message ‘Investments for aspirations.’ Illustrations of people with aspirations relates to the heart, whereas investments relate to the head. It was a case of bringing the two together to give GAM a warm, human personality. The brand message ‘Investments for aspirations’ ran across print and digital advertising (in 4 languages), event stands, taxis in London, and trams in Zurich and Rome. We then created digital advertising for products, using aspirations as the basis for messaging around the funds they were exceptional at. Oh, and we did it from concept to live in 2 months.
Core initially came in to help on a very specific brand refresh and pan European advertising project which they delivered on a very challenging timescale and equally importantly, on budget! We now work with Core on a variety of different projects and we look forward to working with Core to continue to develop the GAM Investments brand.