Straight to the point – what did I do?
I developed the communication strategy and presented it to Invesco’s marketing team.
After the client approved the strategy, I created the name Bolt, designed the branding, the magazine, guidelines, and the website.
Project made for Greenpepper Agency
Who?
Invesco is a company specialised in investment funds for private and professional investors. The company is present in 20 countries around the world and employs approximately 7,000 people. The “global network – local expertise” philosophy applied by Invesco is expressed in its close relationship and its tailor-made services with a focus on international assets.
A strategy of content marketing and notoriety
To successfully reach the target audience and to avoid technical explanations, I proposed the creation and distribution of informative and entertaining content for prospects and customers.
It contains editorial content (advice, practical articles, lifestyle, reports, etc.) offered in printed magazine and online format. These mediums of information, although not directly commercial, will enable Invesco to develop its image with the public, position itself as a leading specialist in the investment fund market and create traffic on its website.
The solution
Creating a cross-media plateform with its own identity, where the name and style clearly refer to Invesco. This new media will be distributed through complementary channels:
- biannual magazine to communicate with popularized content, financial sector news, lifestyle and partner interviews;
- website in parallel with the magazine, which will concisely include extracts from articles and disseminate news from the sector;
- bimonthly newsletter to distribute the site’s content and promote the magazine.
Offering simplified, generic and lifestyle content makes it possible to cover a wide range of audiences, broaden the scope of potential readers, promote Invesco and spread the company’s brand image.
Name creation and branding : Bolt Magazine
This short and catchy name, which can be used internationally, refers to a safety accessory for climbing and mountaineering.
In mountaineering, a bolt is a protective point installed in a hole drilled in the rock to which a metal hanger is attached, on which the mountaineer can secure themself by hanging a carabiner or a ring. Bolt can also be interpreted as a fast start, a forward race: to bolt forward.
This term is a nod to Invesco’s mountain and exploration roots, safety and speed of movement. It is directly linked to the values Invesco stands for and its entrepreneurial spirit.
