This concept is very closely aligned with FactSet’s new corporate/commercial brand. We set out to deliberately create a campaign that would bolster “See the Advantage” while also having its own identity and a different messaging strategy. The result was “Be the Advantage” – because while the technology and data at FactSet are impressive, it is the people behind this that is the company’s real advantage.
The headlines are bold, direct and empowering. They very quickly communicate importance, scope and scale, culture, respect, potential and smarts. The first half – be the one – tells people that their individual work will have serious significance, while the body copy will always allude to collaboration. The second half explains what that significant work could be. It’s aspirational, entrepreneurial and exciting. Just the feelings you need to rouse the audience to encourage them to read further.
Visually, this is a striking, personal campaign – humans are wired to connect with faces. The people express determination and confidence, which reflects the culture at FactSet. Using current employees in the campaign is also an effective way to generate interest and buy-in internally, and the employees selected would become strong, recognizable and empowered brand ambassadors.
Project: Pitch work | Factset
Role: Art Director