For 20 years, MoneyMate has been a specialist provider of investment data management solutions to the global asset management industry with offices in Dublin, London, New York, Milan and Stockholm.
MoneyMate had been seeking to re-position themselves as a supplier of data management to global asset managers – managing their own fund product data and enabling them to get to the marketplace faster. Priinciple were commissioned to design a new brand identity system and suite of marketing and corporate literature to help communicate the new position.
MoneyMate projected industry growth potential in this services model and this is where they want to focus their efforts over the coming years. MoneyMate won their first customer in this space in 2008 – J.P. Morgan – and their second customer in 2009 – Schroders.
Central to MoneyMate’s brief was the transition from data distribution provider to a provider of complete services and data solutions to the financial services industry.
Through the brand identity programme we were required to create an association between the research and the services areas of the business. One of the key points to communicate was 20 years as “experts in fund data management” positions MoneyMate as a logical and preferred choice for customised data management solutions.
Our brief was to create:
- a new brand mark for MoneyMate and a supporting brand promise to communicate this positioning.
- an identity system that would communicate their brand message throughout their numerous offices and markets.
- an extension of the brand message in all brand support collateral, both print and online.
Logotype and Brand Mark
The audience for the brand was executive level in large financial corporations. We felt we had to keep the brand simple, strong and conservative, but with a definite contemporary element.
After various marks were presented, the solution came in the MoneyMate ‘Brandot’, denoting the brand as the ‘last word’ in data management services. This ‘brandot’, coming after the logotype was deemed to be a simple and clear mark of confidence that would gain appreciation in their marketplace.
The Brand Promise
It was necessary to communicate to the audience that MoneyMate have been ‘experts in processing information’ over the last 20 years. This resulted in the overall brand promise ‘Experience to understand, Expertise to deliver.’ This promise was used in most situations but alternates where created for the Italian market and for market situations where more actual description was required. All brand considerations and market contingencies were presented in MoneyMate’s brand standards manual.
Brand Support Collateral
MoneyMate afforded us the opportunity by investing in a clean sweep of brand and marketing collateral – brochureware, white papers, print and website and other digital communications.
By 2009, MoneyMate have achieved their objectives, gaining new customers for their DataManager service and their Intraday Pricing Service within this short space of time. We continue to design and assist Moneymate to speak to their market and to further develop their brand’s presence therein.