Capital Group

In 89 years Capital Group hadn't advertised. They believed in being humble and investing money in things like people, not ad space. Then both a challenge and an opportunity arrived. The challenge was that over the years they had became known as "American Funds", which is their most successful product, but their name is “Capital Group”. The opportunity was to move beyond only communicating to advisors and build brand awareness in order to directly empower investors to make financial decisions. The Goal - Establish Capital Group as a premier global investment brand by building a world-class brand platform that emotionally connects our audiences with our mission. Our Mission - Improving people’s lives through successful investing. As a creative director at Capital Group I was given two tasks. First, lead their global business initiative to help define and implement a brand architecture system. Second, lead the rebrand effort for Capital Group which included vision, messaging, new core brand guidelines and a separate style guide for premium services. I worked to translate the brand vision with our agency partner, Juniper Park/TBWA, as well as direct over 50+ in-house creative associates during the brand architecture and rebrand effort across both B2B and B2C experiences.

Project Roles
Creative Director, Strategist
Capital Group
Creative Direction
Brand Guidelines, Brand Identity, Branding
Project Industries
Capital Group