Stripey Number
04.05.2009
We recently created a new advertising campaign for KNEIP, showing off their new look. KNEIP wanted the campaign to reflect their core values and in particular promote how they care for their customers (in providing them with the information they need, always adhering to deadlines and exerting a high level of accuracy) and help them return to profitability. Other main messages were to demonstrate how KNEIP work globally (across borders) and connect the right people (fund managers, fund distributors, investors, regulators etc).
For this first advertising campaign it was important to push the KNEIP brand and brand values rather than their products. Of course the KNEIP stripes were to feature (the five different colours each represents one of KNEIP’s brand values) and for this first campaign we wanted them to have a very prominent position - in line with their corporate brochure - to establish their visual identity and give them function. The stripes are graphically very versatile when reinforcing messages. Incorporated over black and white photographic imagery they stand out and create movement as well as add a dynamic feel against the static background images.
The aim of the campaign is to show the lengths KNEIP go to for their customers in connecting their clients with the right people (to distribute their fund data and maintaining regulatory compliance), and how they work globally and across divisions and departments.
The focus of the first KNEIP ad is on their cross-border offer. We use a really dynamic image of one of the world’s financial districts (this one being La Défence, Paris), increase it’s impact with coloured stripes that flow between the buildings giving a powerful sense of movement. The stripes flow into the picture like a breath of fresh air, and each one carries the name of a financial capital (e.g. London, Hong Kong, New York), indicating that KNEIP connect financial districts across the world. The heading ‘We Go Further For You’ with the strapline ‘For the past 15 years, we have built our business around caring for our clients’ reinforces the caring aspect.
The second ad zooms in from the big picture, it moves from the city to the office and takes the viewer to the next level of KNEIP’s operation. Here the people are in focus - the people KNEIP connect. In real life these people are not always found in the same office - or even in the same building - geographically they are apart, but with the help of KNEIP they are brought together, enabling better communication with stakeholders. The stripes demonstrate this by flowing in through the office, between the people, linking them with each other.
The new KNEIP ads will feature in various financial publications and financial conferences across the world throughout the year.
Tags: advertising, Design
May 6th, 2009 at 11:37 am
I think these work really well - I love the dust-free clean feeling and the forward momentum indicated by the stripes!