After extensive internal and external research, it was determined Wilmington Trust’s main asset is their highly regarded expertise. We expressed this brand position with a new tagline, “Renowned for a Reason.” We employed illustration as a way to stand out in the category, and to appeal to the sensibilities of our affluent target audience. And the artwork was created by world-renowned illustrators, exclusively for this campaign.
The effort helped Wilmington Trust make an impression in new markets, introducing the firm to a new cross-section of potential high-net-worth clients. And by remaining true to established brand ideals, the campaign reinforced sentiment among existing clients, and re-energized internal audiences as well.