blackrock

Crafting a Brand Story for the World’s Largest Asset Manager

BlackRock is the world’s largest asset manager with over 7.4 trillion assets, but outside the financial industry few people knew their name in 2013. They needed a brand campaign and online presence to reflect their unparalleled knowledge and leadership and communicate it to potential customers. 

But just as they began brand building, Wall Street collapsed, causing investors to lose faith. Leadership saw an opportunity to start a new conversation and recapture momentum in its mission-critical mutual funds business. People were hungry for answers about what to do with their money. BlackRock had the knowledge and courage to answer and define the new world of investing. 

My team at Oglivy created a campaign that mirrored the company’s financial power. As an associate creative director on the “New World of Investing” campaign, I helped the company empower investors (and its own brand) in the process. I was responsible for the campaign's concept and art direction — print, digital, and OOH — and selected renowned photographer Martin Schoeller to shoot the campaign’s hero portraits. 

In the end, the “New World” campaign improved BlackRock’s brand strength dramatically and helped them win in the mutual fund business. After its successful launch, I then led the creative team that developed the new look and feel for 165 existing BlackRock corporate web properties. We created site page templates and an extensive style guide to complete a redesign that was worthy of BlackRock’s new branding.

Agency: Ogilvy, New York

CREATIVE DIRECTION
ART DIRECTION
PRINT
UX/UI
DIGITAL
OOH