Full Pan-European Brand Guidelines
Transcreation across 7 markets
Rebrand achieved a 69% uplift in positive brand association
Lyxor ETF are the first ‘exchange traded fund’ provider in Europe. They came to us with a challenge – differentiate them from their parent brand Lyxor, with a contemporary identity that communicates who they are in the marketplace.
The project kicked off by engaging Lyxor ETF with a research piece to help define audience types, and what actually makes them unique in the market. From this comprehensive brand strategy programme we were able to set up the creative proposition of ’The Tenacious Pioneer’, allowing us to hone in on Lyxor’s relentless focus on quality and tracking efficiency, as well as being innovative and going the extra mile for their customers.
“We could not be happier with the team at Collider. They helped us uncover what it is that makes Lyxor’s ETF business so special, and created a unique brand to celebrate it. The whole process was expertly managed from start to finish, and the result more than surpassed our expectations. It has been amazing to see the change that a new brand has brought. Now we all talk with one voice, we take pride in who we are, and we present a strong and confident front to everything that we do. Finally we have a brand that measures up to our position as one of the first and largest ETF providers in Europe. All thanks to Collider and their immense powers of creativity.”
Ben Thompson, Head of ETF Marketing, Lyxor
Our creative solutions brought to life ‘The Tenacious Pioneer’, across all brand communications; marque, tone of voice, visual language, art direction, brand manifesto, and a short-film to show who they are, and more importantly, where they are going. Collectively, this all helped move Lyxor ETF into a more compelling creative space.
The brand marque signified the pioneering approach of always pushing and never settling, with subtle nods to conquering a mountain, but represented in a modern and dynamic way, symbolic of Lyxor ETF.
To set Lyxor ETF up for launch, we created a series of press and digital ads and a campaign web page, all driving traffic from some of the top investment publications across Europe to the new Lyxor ETF site. These assets were for use across pan-European markets, using our master assets to run local activity.
*Online brand effect study conducted on FT.com