Brand Platform & Standards | Refreshed the Putnam Investments brand to bring it more in line with how the company is succeeding in the marketplace.
Putnam Investments is one of the oldest balanced mutual fund companies in the industry. Despite its long history, the brand became tarnished in the early 2000s. With a new management team focused on rebuilding trust among investors and financial professionals, the brand has rebounded over the past decade and is now recognized with awards for industry-leading service.
Much of Putnam’s success is based on new ways of thinking that have challenged the status quo, not only for the company but the industry at large. Working with the Putnam brand design team and senior management, I developed an updated brand platform for the company that captures the new Putnam brand personality and point of difference. We also produced a standards and guidelines document that communicates the updated look and feel of the brand for groups responsible for executing the brand.
Verbal Branding + Content + Food Writing 