Brand Transformation | Infranode
Positioning a brand to engage diverse target audiences around a new model of investing
Challenge: Infranode works with an area that is unfamiliar to many, and even suspect to some, as an infrastructure investment fund. They invest private capital into public assets, and convincing key stakeholders of the need for this in the Nordic region has proven difficult. Private ownership of public infrastructure is pretty new in that region and often raised doubts across Infranode’s target audiences, which include city governments, business executives and the general public. But Infranode’s sustainability focus and long-term strategy make them a stable and safe partner for developing and managing infrastructure over a 25-year horizon. They create long-term value for the public sector, which in the Nordic region, as in many markets, is in critical need of investments.
They needed a brand position, a narrative to use with all audiences to overcome the doubts and questions, as well as a fresh visual identity and new website to relaunch their brand.
My role: Project lead, Strategist, Copywriter, Client lead
Actions: After a period of research and analysis, where we conducted interviews across target audiences, carried out workshops internally and delivered competitive insight, we prototyped concepts for the brand promise. It was tricky because it needed to work in both English and Swedish, directly translated. We arrived at “Investing for tomorrow” a flexible concept that could work to meet the needs of every audience and context.
The promise and subsequent brand core elements guided the rest of the brand development, visual identity and web production phases thereafter.
The brand core included their vision, mission, values, brand drivers, target audience profiles and brand communication concept
We created a messaging framework and storytelling guidelines for how to target their vastly different stakeholders, including investors
We delivered a visual identity that distanced themselves from traditional financial players and conveyed their trustworthiness and dedication to the public good
We produced a new website in just two months in order to relaunch the brand alongside a major deal announcement
We produced brand imagery and key brand and sales communication assets
