Dan Burdeski

Art Direction & Design

Columbia Threadneedle Investments rebrand

Roles:
Art Director, Designer, Brand development, Photo editor and retoucher

The Challenge

  • Develop a collateral hierarchy that will work globally, across multiple cultural differences
  • Rebrand 1200+ pieces of printed collateral
  • Increase the digital presence
  • Create 4 distinct marketing channels
  • Partner with copywriters to evolve the current messaging

Brand collateral

previous style with generic feel
previous style with generic feel
previous style with generic feel
previous style with generic feel
previous style with generic feel

Photography

I wanted to humanized our executive leadership and make them feel more approachable. Since our leadership was in multiple locations, we made the decision to have all of their bust shots photographed on a white background. We then conducted several photo shoots in various locations and I composited them together. By using our own locations, we were able to capture the authenticity that we were looking for.

previous style with generic feel

Previous headshot

updated version with a more humanized feel

Updated headshot

updated version with a more humanized feel and added office background

Final headshot with background added

Landing Pages

Background:
As a part of every campaign, we created numerous vanity url-based landing pages.

Roles:
UI/UX

two computer monitors with mocked up webpages

Digital infographic

sustainability digital infographic part 1
sustainability digital infographic part 2
sustainability digital infographic part 3
sustainability digital infographic part 4

Newsletters

coaster and laptop sticker
coaster and laptop sticker
coaster and laptop sticker
final header

The Final Product

What was accomplished?

The entire rebrand, from development to in-hand completed materials, was accomplished in just 12 weeks. Half the time that was originally allotted. For the work, my team and I were awarded the Chairman's award.

  • Develop a collateral hierarchy that will work globally, across multiple cultural differences
  • Rebrand 1200+ pieces of printed collateral
  • Increase the digital presence
  • Create 4 distinct marketing channels
  • Partner with copywriters to evolve the current messaging
White brochure cover with metallic blue foil design
Dan Burdeski