After nearly 40 successful years, leading personal wealth investment advisory firm Craigs Investment Partners needed a freshened-up brand through every touchpoint. YoungShand was tasked with evolving the brand position, look, feel and tone, leading to a comprehensive, truly end-to-end result.
Says Tania Bui, Head of Marketing and Communications, Craigs: “Our new platform ‘Truly Personal Wealth’ really does speak to the heart of our business and the significant value we add for our clients. Research clearly told us that our personalised approach and understanding of our clients is what Craigs, and our adviser network provides above all else, with some relationships lasting for decades and even over multiple generations.
“A project like this is huge, detailed, and complex, and we’re thrilled to have created a comprehensive brand refresh that the business fully contributed to and is excited about. Most importantly, it just feels like us.”
Says Corey Chalmers, Executive Creative Director, YoungShand: “It’s refreshing to simply celebrate the professional and personal connection between Craigs advisers and their clients, with a bit of dry Kiwi wit and gentle banter. Craigs may look after significant sums of money for their clients, but they’re still genuinely down-to-earth and proudly a Kiwi owned-and-grown business, with serious smarts and international-level expertise.”
Says Ben Hopkinson, Client Services Director, YoungShand: “Every part of the Craigs journey has been considered and crafted. The website project has been a year in the making, with vast complexity, and carefully curated content. The work reflects that wonderful balance of Craigs’ trusted professionalism and personal, human touch. We’re really proud of the result, which is truly end to end.”
The campaign launched on Sunday 21 January across TV, Video on Demand/Online Video, Outdoor and Social.
Golf 30 sec TVC: https://www.youtube.com/watch?v=zkZ7YDBuwog
Farm 30 Sec TVC: https://www.youtube.com/watch?v=85p08npWosg
Craigs Investment Partners: Tania Bui, Sarah Achilles
Film Partner: Flying Fish
Director: Andrew Laurich
Producer: Penelope Sinclair
Sound Editor: Cole Goodley, Franklin Road
Photography: Troy Goodall, Match Artists
Media Agency: OMD