Scotia Wealth Management – Brand Launch
Role – Strategy / Art Direction / Design
Scotia Wealth Management, part of the Scotiabank group of companies, includes a suite of wealth management professionals providing a complete range of investment and wealth solution services to affluent individuals, entrepreneurs and families.
The Ask
Create a campaign to launch the newly formed SWM into Canada's competitive wealth management space.
The Strategy
While competitive institutions solely focus on the customer's end goal, we wanted to remind Canadians that they also need to focus on everything in between. We developed eight distinct personas that would resonate with their diverse target audiences and brought each of their stories to life in a multi-channel campaign – and Enriched Thinking was born.
The Work
Each of our eight personas were strategically placed in relevant publications.
Website
As a part of the website development, we created a Client Stories section that described each of our personas' situations and how Scotia Wealth Management uniquely structured their wealth.
Homepage
Client Stories
OOH
Our personas were strategically placed in billboard and digital board advertising across Canada.
Personas
Our visuals were cast, photographed and designed to tell the unique stories of each of our personas.
