Refresh and refocus French ETF brand
Lyxor ETF is part of Société Générale Group and the first ‘exchange traded fund’ provider in Europe. They asked us to redefine their brand and create a visual language to help them stand out from their competitors.
Through our brand process we uncovered their new brand framework – their ‘brand coffeepot’. This identified their unique attributes and the core essence at the heart of the brand. Everything they needed to effectively focus their marketing messaging.
Lyxor were the first European ETF provider and relentless in their focus on quality and tracking efficiency. So, we developed their new ‘brand essence’ as ‘The Tenacious Pioneers’ and brand strapline as ‘The Original Pioneers’.
Launch Results & Scope
Percent uplift in brand association
Key markets covered
Lyxor Brand Film
Full suite of brand comms assets
To express their new ‘pioneer’ spirit we created a brand manifesto and communicated this in a short film for use online.
We then brought the brand to life across all brand communications; logo marque, tone of voice, visual language and art direction. Collectively, this all helped move Lyxor ETF into a more compelling space and helped them stand out from their competitors.
We went on to create multiple campaigns and activations for the brand – all centred around their ‘original pioneer’ mantra. These included press and digital ads, campaign web pages, taxi branding and direct mail.
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