Vanguard
Redefining the investor and advisor experience
Vanguard, the largest global asset manager was looking to shift perceptions of being a tech laggard among their investors and advisor audiences. Partnering with Huge, they asked us to rethink their digital experience to boost acquisition, drive awareness and adoption of investment products, and shift brand perceptions. I led the teams that delivered a new global design system for their Financial Advisor Service, innovated digital product features in their customer experience, and created brand campaigns and experiential activations that positioned Vanguard as the category leader. Our efforts led to significant increases in Vanguard’s share of industry active fixed income cash flow and qualified sales leads.
VANGUARD DESIGN SYSTEM
A design system to unify the brand
We unified Vanguard’s Financial Advisor Services under a robust design system that consistently scaled across all experiences. From their digital presence on the web to marketing and promotional assets, every component conveyed a confident, sophisticated and dynamic experience, targeted to their advisor audiences.
Digital product vision and implementation
Vanguard asked us to accelerate the product velocity of their digital advisor services. We designed new tools to help their clients understand the performance of their portfolios, and enabled enrollment features for tax-loss harvesting. For their Personal Advisor Services, we designed a vision of the future with innovative features like a goal setting scenario planner and a collaborative dashboard.
Financial Wellness Campaigns
We developed several integrated marketing campaigns to reach Vanguard audiences for Financial Advisors and Institutional Investment planners. Our campaigns leveraged the design system we developed for their digital products, and activated a variety of channels from social media to online video and websites. The Well On Your Way campaign for Institutional Investment planners was highly effective at driving thousands of qualified sales leads, and won a silver B2 award for best integrated marketing program.
