Diligent
Client
Diligent
Industries
Finance
Date
January 2022
A multifaceted challenge
Apart from navigating a saturated landscape and building a trustworthy brand, it was imperative to shatter the stereotype of investment and wealth management industry being inherently traditional. This required striking a delicate balance between conveying stability and tradition while also embracing innovation and modernity to cater to a diverse range of clients across various age groups. Given the complexity of financial concepts, effectively communicating them in a simple, accessible manner was also one of the challenges.
The Solution
Thorough market research revealed Dilligent’s core strength lay in personalization and innovation within investment strategies. Using this insight, a comprehensive strategy was crafted to define messaging and product positioning, shaping a compelling narrative focused on "Tailoring investments to individual goals at any stage of life." To foster trust, the approach prioritized transparent communication, accompanied by clear disclaimers when applicable. Additionally, the strategy included plans to leverage infographics and explanatory videos to simplify intricate financial concepts, employing plain language across marketing materials and offering educational resources for enhanced accessibility.
Fusing trust and modernity through the visual style
Diligent's visual language embodies a modern, growth-oriented tone that sets it apart in the competitive market. By daring to challenge the status quo, the graphic identity displays a dynamic look and feel that captures the essence of the brand's personality and values. The carefully curated color palette, featuring vibrant oranges and trust-inspiring blues, communicates innovation and reliability. With clean lines, bold typography and graphics, Diligent's visual identity exudes professionalism and efficiency, reflecting a commitment to delivering cutting-edge solutions and exceptional service to clients.
Weaving the narrative
Identifying storytelling as a means to communicate the brand narrative with potential prospects, the focus was on ensuring that the audience felt part of the story. Key brand messages were clarified, relevant brand themes were identified, and recommendations were made on marketing channels and activities. The aim was to build a narrative that captured the essence of the brand.
