Macro Matters Blog
Currently in its third year of running, it inspired the introduction of the blogging as a marketing medium at a firm-wide level.
Client: Asset Allocation Team, Legal & General Investment Management
Project dates: July 2016 - June 2017
Brief: to create a platform for the team to:
1. Share their investment views with their clients
2. Provide accountability to their investment view
3. Improve the efficiency of marketing efforts
The project was launched following a successful pilot. This proof of concept ensured we fully understood their requirements and determine that a blog would give them a flexible and easy way to create and share content while complementing the firm's existing marketing mediums.
Working closely with the team, we developed their brand identity and voice. The site was designed to reflect the team's investment structure while giving visibility to each blogger and their personality.
Since it's launch, I've worked with the team to further have evolve their blogging style and visually re-brand, in addition to experimenting with new mediums like vlogging, infographics and podcasts.
Branded stash and cake for the blog's 1st birthday
1st anniversary inforgraphic detailing our journey
Macro Matter's original branding
Future World Blog
Reporting directly into the then CIO, Anton Eser, this was a cross-divisional project to provide a showcase for the company's investment views while encouraging cross-divisional synergies.
Client: Legal & General Investment Management
Project dates: July 2017 - December 2018
Inspired by the success of the Macro Matters blog, it was important to understand the viability of blogging at a firm-wide level to avoid the temptation of simply copying the existing blog.
The scale of the project meant developing it in phases, including an initial workshop fact find, developing the proposition and regular internal events to bring everyone on the journey.
Of note was the internal showcase on the theme of 'Maximising Your Potential'. Set up as an all day drop in event, it was to provide a forum for employees to explore and ask questions in a more informal setting. Along with branded stationery and cupcakes, we took the blog 'offline' and displayed some blog posts in the context of the business ecosystem to help employees think about opportunities that the blog can enable to support the business' growth.
Future World Blog site
'Maximising Potential' - an internal showcase of how the blog could be used
Client-blog ecosystem infographic
