Vanguard – Where Investors Belong
For 40 years, Vanguard has been disrupting the investing world with low fees that don't eat into its clients' savings.
But that point of difference has eroded as competitors have dropped their own fees.
The challenge was clear: forge more emotional connections with investors.
We've taken the brand away from cost- and product-centric messaging and shown consumers how Vanguard is built to help them realize their goals both now and in the future.
"Where Investors Belong" is a full-scale digital campaign designed to reposition Vanguard.
It's not about low fees or ETFs. It's about priorities.
It originated with the sneaking suspicion that Vanguard clients aren't only focused on investing better. They're focused on living better. To prove this, we surveyed 2,000 Vanguard clients and what we found is transforming the Vanguard brand, from price to community.
"Where Investors Belong"
"Nap"
"Laugh"
"Date Night"
Group Creative Director/Art Director: Andreas "Dre" Baumert
Group Creative Director/Copywriter: Matt Creamer
Associate Creative Director/Art Director: Claudette Martin
Associate Creative Director/Copywriter: Ashley Berndt