Client: Utmost Wealth Solutions
Service: Brand Identity, Design, Print
Utmost Wealth Solutions, one of our major clients, approached us about advert design. The advert was to be included within Raconteur, a Wealth Management publication, distributed with this year’s Sunday Times Rich List.
Background
They tasked TPSquared with a brief to produce something on brand, but different. An advert that would achieve a balance of being instantly recognisable as Utmost, yet push the limits of the brand guidelines.
TPSquared have worked closely with Utmost Wealth Solutions for many years now. We had already been working with Generali for 15 years, when Utmost purchased both Generali Worldwide and PanEurope. As a result, we were then responsible for rebranding the wide range of their marketing materials. This all had to be done in line with their new brand guidelines and identity.
Having worked closely with our client from day one, we already knew their brand inside out. As well as this, we also knew how far we could push the guidelines in order to successfully respond to the brief. This knowledge allowed us to create an eye catching advert. The advert design looked both new and different, but also retained the core of Utmost’s identity.
Design
Utmost Wealth Solutions are an industry-leading provider of exceptional wealth solutions. As a result, it was vital that the advert reflected their strength, outstanding service and focused expertise. The advert also needed to appeal to industry specialists and their clients, seeking secure solutions for their wealth.
The imagery used within the advert was key. The studio found a shot of London’s financial district that showcased its interesting architectural detail. It is also the location of their London office. Once given the Utmost signature colour treatment, the bold image instantly made the advert feel Utmost. The imagery contrasted well against the white panel, and gave the logo and headline space to shine. All of this helped to reinforce the strength and power of Utmost.
Utmost were delighted with the Advert and so were we. With a digital readership of over 16 million per month, seeing an advert published in The Sunday Times national newspaper has been a tick off on our professional bucket list!
You can view the Raconteur Wealth Management publication in full here
utmostworldwide.com
