About MFS

MFS is a Boston-based global money manager credited with inventing the mutual fund in 1924. Admired in the industry for its longevity and reliable performance, MFS was also perceived as overly traditional. A rebrand addressed the need to change the conversation from an illustrious past to what is unique about MFS.
With the help of a brand consultancy firm, MFS repositioned the brand to underscore a unique collaborative process that generates invaluable homegrown expertise. A conservative logo was replaced with a vibrant symbol (designed by Lippincott Chicago) that became the visual catalyst that helped transform how the company portrays itself.

Design and Creative Direction for all projects: Gilberto Pocaterra

MFS corporate meetings go all on brand

Opportunity: MFS continuously brings together global teams to discuss the most pressing issues facing their clients. While these meetings are a top priority, too much time was dedicated to developing one of a kind solutions tailored to each sub-brand.
Solution: Sub brands – rarely substantial enough to convey fully rendered ideas – were replaced with a flexible, but singular approach supporting the umbrella brand. Customizable templates provide the flexibility required to reinforce the individuality of each meeting.

Going local with international client meetings

Problem: MFS International (MIL), supports non-US client meetings and marketing efforts. Recognizing the preference of Europeans and Asians clients to work with local companies, they requested a design system to support the local idiosyncrasies of each location.
Solution: The colors of the hosting country’s flag and photos of local architecture provides the elements to quickly tailor each meeting. A corporate-colors alternative is used for multi-country events. Pre-approved templates allow meeting support materials to come together quickly without the need to present design alternatives.

Creating face-to-face opportunities — Fixed Income Capabilities campaign

Problem: Create a multi-channel marketing campaign that provides financial advisors with face-to-face networking opportunities with their clients.
Solution: Effective marketing campaigns are all about customer interactions. Brochures are another way to interact with customers and generate leads. Printed pieces make excellent openings to a conversation or as leave-behinds. This brochure, part of the Fixed Income Campaign, works well in print or as a downloadable pdf. Each spread was also shared via social media and posted on financial blogs.

Original photography: Jason Grow

Saving time with automation — performance materials

Problem: Financial institutions are required by law to provide timely product performance. MFS needed automated solutions to speed the process and eliminate human errors.
Solution: The suite of performance material includes automated and semi automated templates that complement each other and follow the same core guidelines. All publications showcase the company’s creative vision and advance the MFS brand.

Delivering a unified email platform

Problem: A sub-brand strategy had accumulated into a group of visually generic templates often with too much content and little in common other than the logo. The redesign was also an opportunity to introduce mobile-friendly features.
Solution: A unified email platform that delivers dynamic and relevant experiences by connecting brand and content to drive a deeper engagement. Responsive templates and a modular design approach allow each email to present multiple topics while remaining scanable and mobile-friendly. Color-coded content buckets give content creators creative guardrails that maintain the integrity and consistency of the brand.

Cultivating the MFS brand internally

Problem: When it came to internal communications, MFS struggled with balancing resources and priorities. One-of-a-kind project consumed an unreasonable amount of time and resulted in uneven quality.
Solution: Implementation of a system that acknowledges the nature of some lighthearted events but is also consistent with the brand voice and aesthetic; helping every employee personally identify with the brand. Every touch-point is an opportunity to help employees get behind the MFS brand. “Take me 2 Work” (TM2W) logo, the Collaboration Award, and the “Golden Era of Hollywood” holiday party, are three examples of internal branding opportunities.

2015 MFS Digital Holiday Card

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Staying in touch with clients — MFS holiday card

Request: A secular multi-cultural card that function as a friendly holiday gesture to existing clients, or as a means of staying on the radar of former or prospective client.
Solution: Logo-inspired typography was designed to reinforce the brand. Signed cards were mailed to top clients and suppliers while a digital version was created for wider distribution. The digital card introduces twinkling stars to transmit feelings of joy and celebration.

MFS Beyond the logo — value-added services

Problem: As a value-added service, MFS Supports a wide range of unbiased presentations that financial advisors can use to educate their clients. Client-approved materials need to minimize or eliminate MFS branding to avoid compromising the autonomous nature of Financial Advisors.
Solution: 17 postcard invitations on editable pdf format that Advisors can customize and print through mfs.com or at their local print shop. Broker-only pieces and the microsite followed brand guidelines.

PRE-REBRAND MFS WORK

Before rebrand, the MFS logo was understated and the collateral system followed the same low-key approach but as the MFS brand reputation grew, promoting the brand became more valuable.

Re-engaging satisfied clients with direct mail

Problem: How to re-engage with satisfied brokers that have done business in the past but have slowed down or stopped selling the MFS 401(k) plan.
Solution: To re-engage top brokers in the 401(k) business, MFS developed the “get rolling” campaign. The “desktop” toy was a simple solution to keep the MFS name and phone number handy. The box got noticed in the mailroom and got a high OPEN rate. A flat postcard with noise chip was created for wider distribution.
Designer: Gilberto Pocaterra, Creative Director: John Luiz

Helping brokers accelerate their retirement business – Milestone Marketing

Problem: To help brokers grow their retirement business, the MFS value-added team, wanted to package and promote key retirement planning tools for brokers with clients in their 50s, 60s, and 70s.
Solution: A multi channel solution approach was proposed, with emphasis on printed material that brokers could use on face-to-face meetings with their clients. The tagline “Accelerate your business” and the odometer literally speaks to brokers wanting to grow their business by targeting clients nearing or at retirement. A companion website included broker-only information and downloadable PDFs for all the clients’ materials.
Designer: Gilberto Pocaterra, Creative Director: John Luiz