“We were particularly impressed with the efforts Sedley Place took to really understand our market, company and different approach. They went well above and beyond our expectations of the original design brief.”
Caroline Goodman, Founder and CEO
Institutional Protection (IP) is a global class and group investor action specialist, providing services exclusively for institutional investors, such as sovereign wealth funds, investment managers, government entities, public and private pension funds, hedge funds, wealth managers and very large charities. Based in London, IP monitors shareholder actions and financial antitrust cases around the world and provides clients with recovery and advisory services to help them navigate and manage the risk of participation in investor actions. Its primary purpose is to maximise its clients’ recovery of their losses relating to corporate or adviser non-disclosure, misrepresentation, fraud or mis-selling.
Projecting Authority & Expertise
Founded in 2004 IP has established itself as one of the leading group investor litigation specialists in the market, with a global client list, in a broad range of market sectors. Their clients range in size from those with several hundred million to trillions of dollars in assets under management. It has a strong record of delivering a return on investment for these clients; for one client, for example, it has increased recoveries by 3,000%.
Having undertaken a review of its brand, visual identity and marketing communications (in particular its website), IP’s Chief Executive Officer, Caroline Goodman, and Head of Business Development, Joanne Langdale, briefed Sedley Place to refresh these elements. Our brief was to project IP’s authority and expertise in the investor action arena and to differentiate it, in line with its very different approach in the industry.
Shaping Up for the Future
Our scope of work consisted of redefining IP’s brand platform (its core proposition, cornerstones, positioning and brand personality), redesigning its brand identity, creating new stationery, signage and PowerPoint templates, commissioning new photography of the board, management team and staff members, and re-designing its website.
The brand definition component was undertaken through workshops with the management team, internal brainstorms, and interviews with a number of representative clients. It culminated in a redefined brand which was then documented in Brand Guidelines. It also culminated in the development of a new messaging platform that sought to communicate IP’s core deliverables and reaffirm its authority as one of the leading companies in the investor action world.
Strategy to Implementation
As part of the re-design of IP’s brand identity we recommended that it drop ‘Services’ from its brand name, reducing Institutional Protection Services to Institutional Protection. Our rationale was that it made the company look less functional and reinforced the protection element of its core proposition. It also enabled us to create a more distinctive brandmarque.
In creating the brandmarque we sought to differentiate IP from its competitors by creating a more idiosyncratic device, one which we’ve animated for IP’s website and PowerPoint presentations. The device consists of three geometric shapes that form the initials IP. The geometric motif has also been extended to an overall graphic style for all marketing communications.
One of the issues we learnt about during our initial immersion period is just how increasingly complex the investor action landscape is. One of IP’s defining features - a feature it is much lauded for by its clients - is that it helps clients navigate this complexity and has designed its services to simplify participation in investor actions as much as possible. To reflect this we created the strapline ‘We make the complex simple’.
As the final part of the brand identity project we created master digital assets and wrote and designed a Visual Identity Standards manual.
Public and Private
One of the major elements of the overall project was the redesign of IP’s website. Given IP’s expertise and specialist knowledge we planned and designed the website to provide prospective clients with information on IP, its investor action knowledge, services and return on investment but also structured it to include a ‘private’ section where it could share more of its intellectual capital with its clients and partners/affiliates.
This password protected V’IP section features information on events and shares webinars footage. Over time it will build to include thought pieces and other added value information, helping to reinforce IP’s authority and client-focussed approach.
Joanne Langdale, Head of Business Development, says, “Our original brief to Sedley Place was to re-design and re-position our website. Sedley Place are really deep thinkers and they rapidly understood our specialist, niche business, the complexities of the investor action landscape and our desire for the new brand to reflect our unique forward-thinking approach and customer focus. We always knew where we wanted to go but Sedley Place helped to clarify and articulate the dynamism of Institutional Protection through our new corporate identity re-brand”.