Dominion is an international fund management company with a difference: every investment proposition it offers is built around “Global Trends” that are transforming the planet. These trends include the creation of ecommerce, the rise of the middle class in developing countries, the impact of climate change, and much more. These factors mean that Dominion is legitimately different from most companies in the industry – but the company was struggling to make this clear to prospective customers.
Dominion’s main challenge, then, was to differentiate itself from its competitors by adopting a marketing strategy and creative portfolio that mirrored its innovative products and approach to investment. The fund management sector tends to be typified by certain traditional approaches to advertising and communication, so Kiss Design was tasked with re-thinking and refreshing Dominion’s branding, tone of voice, and visual identity. The result is a suite of materials that not only achieves more cut through with Dominion’s customer base, but is more reflective of the company’s innovative ethos.
Kiss Design has a long relationship with Dominion – it started its life as Dominion’s in-house marketing team – and although we’ve now branched out into other areas, we still provide them with this comprehensive package of marketing support and creative properties.