Eaton Vance

Eaton Vance are an Investment Manager founded in 1979 and based out of Boston, Massachusetts. They tasked us to help them gain greater recognition...

Creating a distinctive brand look & feel for the European market.

Eaton Vance are an Investment Manager founded in 1979 and based out of Boston, Massachusetts. They tasked us to help them gain greater recognition, specifically in the European market, by evolving their brand look and feel, whilst also running a brand awareness and a specific income fund campaign.

We developed a distinctive set of brand principles all inspired by the ‘cornerstone’ used within their identity. This meant that we could create brand assets to act as a holding device for unique illustrations as well as a flexible and simplistic graphic treatment for corporate brochures and industry whitepapers.

Specifically for the ‘What if’ campaign we created a set of engaging headlines that prompted the audience to think about their income fund product from a different perspective. Coupled with these headlines, we enter a slightly surreal and unexpected world where animals are used as visual metaphors to represent different key messages about their fund. The vintage line drawings signify the heritage of the brand, while each animal and their environment signifies the modernity of Eaton Vance with their timeless thinking and timeless-values attitude to investments.

I oversee Marketing for our firm’s U.S. and non-U.S. business. I can say unequivocally that Straightedge is the best agency with whom we partner on a global basis, bar none. They have proven to be very thoughtful and insightful on conceptual issues, open to feedback in a very professional manner and quite adapt at executing the tactics associated with deliverable plans.”

Christopher J. Rohan
Vice-President, Director of Institutional and International Marketing, Eaton Vance