CAPITAL GROUP

breaking through jargon to create a more human experience

Capital Group, one of the oldest and largest financial investment management organizations in the world, operates differently than other financial service companies: both in their investment strategies and their people-focused mission. But having never done any branding or advertising (even their website was 10+ years old), they needed a new approach to help reflect their unique culture, differentiate them from “the other guys” and create an emotional connection with current and potential clients.

Using audience data and a competitive audit, I created a verbal identity and writing guidelines/ best practices to help define the brand’s persona and establish a conversational tone of voice. The book was distributed to CG’s internal copywriters, where I continued be involved lead content strategist and editor reviewing copy and testing it in focus groups conducted by my agency.