National Asset Management is a sub-branch of National Securities in New York. They developed a revolutionary fund, which they decided to make their star product.
In order to sell the product they must convince and recruit advisors that will later go out in the field to seek clients. To convince them, National Assets Management had to put together a series of marketing collaterals meant to communicate their commission structure and the product’s benefits. Obviously because money and trust are involved, a high-end look was not an option.
A certain level of brand consistency had to be kept to maintain the National Securities corporate image, but they were flexible enough to let the creative team transgress some of their rules to achieve the distinct look the sub-brand was aiming for without sacrificing National Securities brand recognition. The guide was designed using high contrasts stamped foil blue on a rich black reinforced cover paper.
