BNY Mellon is one of the largest asset managers in the world. It was established 230 years ago by no less than Alexander Hamilton. The firm had developed a new corporate identity that leveraged the concept of “brave ideas.” Deardorff was commissioned to translate and evolve that branding specifically for the firm's retirement business.
Understanding that America faces a retirement challenge that is going to require new thinking, Deardorff evolved the “brave” messaging to “Liberate your thinking.” This positioning highlights the diverse perspectives BNY Mellon delivers through its autonomous boutiques. Deardorff also developed a declaration, a resounding manifesto that served as the foundation for all retirement messaging.
Positioned BNY Mellon as America’s brave new retirement leader
Drove greater awareness of the firm’s retirement capabilities with new identity and messaging
Extended the firm's “brave” corporate brand across a range of collateral materials
As part of its new brand identity, BNY Mellon Retirement sought to create a best-in-class publication to address the complex world of Defined Contribution (DC). Deardorff developed the strategy and the identity for the striking publication which we named Planet DC.
With an attention-getting oversized design, gorgeous photography and substantive content throughout, Planet DC provides an enlightening experience for readers, while positioning BNY Mellon as an innovative leader in the DC space. The magazine was strategically structured to feature a section on each of the four areas BNY Mellon believes plan sponsors must holistically balance – Designing Plans, Directing Investments, Arming Fiduciaries and Engaging Participants.
Delivered a magazine hailed as one of the industry’s best publications
Generated prolific content across multiple platforms, including print, e-zine, website and more