Context

Despite 20+ years in Switzerland, a completely local team, and several initiatives, brand awareness for Franklin Templeton was low. We were tasked with raising awareness for the global asset management firm in the competitive world of Swiss finance.

Approach

After immersive interviews with bankers, wealth managers and board members of some of Switzerland’s oldest financial institutions, we discovered that Franklin Templeton was considered an ‘outsider’ and ‘foreigner’. Our campaign focused on dispelling this myth by highlighting their greatest strength.

Outcome

Not only did the campaign stand out in a competitive Swiss financial landscape, it supported sales efforts and received positive feedback both from longstanding Franklin Templeton clients who welcomed the glow-up, and new contacts who were drawn to the brand’s vibrant and modern appearance.

Refining the brand identity

In addition to messaging that focused on how close Franklin Templeton was to Switzerland, we also adapted the brand’s visual style to emphasise this message by curating key elements from their brand book. With a distinct colour theme and a consistent graphic element across all messaging, we strengthened the brand’s physical presence, making it stand out amongst competitors.

Vanja Brunner

Senior Marketing Manager, Franklin Templeton Switzerland

"Franklin Templeton stands for investment excellence, trusting partnerships and innovation. With our new campaign, we want to anchor these attributes with our Swiss clients. Foundry understood Franklin Templeton's values very well and expressed them innovatively and effectively with the campaign."

Relaunching a global asset manager in Switzerland.

Refining the brand identity

Success stories. With proven results.