Rebrand and global awareness campaign
challenge.
Following the Financial Times Group’s acquisition of Wavteq, the integration with fDi Intelligence and GIS Planning resulted in a fragmented brand and unclear positioning.
FT Locations was introduced to unify these offerings under a single identity aligned with the FT’s premium standards, while establishing it as a credible source of global investment intelligence.
The challenge was twofold. First, to simplify the brand architecture and create a clear, scalable identity across all touchpoints. Second, to build awareness quickly and position the new offer confidently within a competitive market.
This needed to land with a senior, global audience, while maintaining consistency across channels and regions.
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I led the creative direction and the team in delivering both the rebrand and the subsequent awareness campaign as a single, connected system.
We defined a clear brand architecture, bringing the different products into a structured and unified identity. I oversaw the redesign of all key touchpoints, including art direction of the website, ensuring the new brand translated consistently across digital and physical environments.
From there, we extended the system into a multi-channel awareness campaign, designed to reinforce the proposition and increase visibility.
We developed a consistent visual and messaging approach that could scale across formats, including print, social, display, email and web integrations across FT Locations and fDi Intelligence.
The result was a cohesive rollout that clarified the offer, strengthened the connection to the Financial Times and positioned FT Locations as a trusted, data-led global brand. The campaign increased visibility and engagement, while establishing a clear and consistent presence across all channels.
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
rebrand.
rebrand.
ADD WEBSITE SCROLL
awareness campaign.
awareness campaign.
UPDATE WITH SOCIAL MEDIA
