Raising the bar globally
Following a management buyout, Ogier Fiduciary Services (OFS) became Elian. As specialists in Corporate Services, Fund Services, Private Wealth and Capital Services, Elian had a clear, uncompromising vision: to continually deliver more value by raising the bar in Administration services. They worked with multi-national corporations, financial institutions, high net worth individuals, family offices and investment funds and believed that the best could always be better. With 500 professionals across a network of ten international offices, covering all time zones and key financial centres, Elian were able to handle large, demanding and complex engagements but they were always looking to set new industry standards by challenging standard practice.
This was one of the biggest rebrands in this sector. OFS approached Oi to be their rebrand implementation partner, working in collaboration with a London branding agency. We were also appointed to design and build their new website and implement digital marketing campaigns.
How we listened and learned
From the outset, it was clear that OFS were keen to develop a forward-thinking and exciting new brand – something which was going to shake up their sector. They required a partner that would work to tight deadlines, with a high level of accuracy and precision, whilst also making pro-active recommendations where appropriate and suggesting new and innovative ideas that were fitting for the new brand. The ability to work with multiple agencies in different locations was also essential.
Having worked on a number of large rebrand projects, working alongside other agencies and in multiple jurisdictions, we had a number of learnings that we could share with the brand team from the beginning of the project. We learn new skills and insights every day, and we’re always keen to share them. This helped focus the client’s priorities and structure of the project.
How we collaborated and created
Working with the brand and media agency, we set up and distributed artwork to over 20 global publications including print, online and ambient media and produced 50 variants of advertising executions, all within a week to meet Elian’s tight deadlines.
Outdoor and ambient media was suggested by Oi, so as to tie in with the forward thinking approach of the brand. As part of this we negotiated two new airport lightbox sites – one in Guernsey and one in Jersey – and advertising on a London-style black taxi in Jersey. Achieving strong brand presence around Jersey, on the road, five days a week, you can’t get much better than that!
During the development phase, the new brand team at Elian asked us to share any creative execution ideas that we had. One of our Senior Creatives came up with the concept of taking over the covers of Gallery Magazine and inside fashion photo shoots in Guernsey and Jersey. This involved the brand marque being on the front cover to raise brand awareness for recruitment purposes, supporting the businesses growth plans. It was reinforced with double page spread adverts within the magazine, then the six page photo shoot. We were even able to re-use the giant E from the fashion shoot, and incorporate it into the internal staff brand launch party.
On the digital side, our team of developers built a fully responsive website in just one month. Visit Elian.com to see the sparkling new website, and then check it out on your iPhone and desktop to see how it re-sizes perfectly for your device.
As well as setting up all the online advertising, Oi developed search engine optimisation for the new website, devised and launched a global Google pay-per-click advertising campaign and re-marketing banner advertising campaigns for Elian.
How we evaluated and evolved
The rebrand was a huge success with excellent internal and external feedback. Oi worked closely with Elian to develop the brand and brand awareness campaigns to its global audiences. Elian was subsequently acquired by Intertrust in a £435m deal. Oi continues to work with Intertrust globally.