London Stock Exchange needed a campaign to announce a new Retail Bond that would allow ordinary investors access to the bond market like never before. We gave the all-new Access Bond a purpose, a cohesive visual identity and a mission of national significance. What might have been a quiet regulatory change, became a proud, purposeful and widely praised launch to market.
Together with the LSE, we realised a few home truths about the humble bond. Firstly, bonds, and debt more broadly, were too often either overlooked or misunderstood. We realised we needed to reframe Bonds around their many benefits: the safe optimism, the investment in large, trusted businesses, and the comparable steadiness of returns.
We realised we couldn’t answer all the questions in one go, but we could start the conversation. We realised that before we could celebrate the bond market, we needed to get people talking about it. These insights informed the campaign’s core concept: Let’s Talk Bonds.
With our campaign concept agreed, we created a brand film, cohesive brand guidelines, factsheets and an ecosystem of assets that reinforced our secondary message: that the all-new access bond was ‘your bond with Britain’.
Our visual system brought bonds and investors together in a warm, clear and compelling brand film. We developed a visual system that coupled bond investors with the businesses they were investing in. We created landing pages, factsheets, static and social ads – all in a unified system ecosystem of assets celebrating the launch of the new bond and conveying the relevant details to each specific audience.
We realised early on in this project that this announcement needed to be more than a factual, detail-orientated explanation of a regulation change. We needed to tap into the national pride and opportunity that came with the announcement.
In ‘A Bond with Britain’ we balanced a detail-orientated, informative film with the inspirational and optimistic emotional elements that we hoped would compel investors and issuers alike into exploring the Asset Bond.
