Wilmington Trust
Renowned.
Challenge
Although the institution was more than 100 years old and possessed an impressive portfolio of loyal clients, Wilmington Trust came to us seeking a refresh of their brand. This typically quiet wealth management firm was interested in making a little noise – however, without alienating those people they currently serve.
Action
After extensive internal and external research, it was determined Wilmington Trust’s main asset is their highly regarded expertise. We expressed this brand position with a new tagline, “Renowned for a Reason.” We employed illustration as a way to stand out in the category, and to appeal to the sensibilities of our affluent target audience. And the artwork was created by world-renowned illustrators, exclusively for this campaign.
Our print buy included Barron’s, The Wall Street Journal, Wine Spectator, Vanity Fair, The New Yorker, and Architectural Digest.
Results
The effort helped Wilmington Trust make an impression in new markets, introducing the firm to a new cross-section of potential high-net-worth clients. And by remaining true to established brand ideals, the campaign reinforced sentiment among existing clients, and re-energized internal audiences as well.