Client: Granville Baird
Designer: Soukias Jones
Project: Three post-merger mailers
Granville Baird likes to position itself as an unusually personable investment bank, and a key way of conveying this personality is through print, as shown in three mailers commissioned recently from Soukias Jones. ‘They don’t use imagery and don’t use strong messages so we had to play around with colour, format and typography,’ says director Grahame Jones.
Each mailer is targeted at a different market, but all aim to promote the Granville Baird brand as well as providing information on the bank’s activities over the past year. ‘They’re sophisticated design vehicles so we wanted them to be confident and have a sense of humour. We work hard at demystifying what we do and being approachable and amenable and design works very well for us on that level,’ says head of marketing Alison Capps.
For the specialist staffing sector audience, Soukias Jones came up with a black and white broadsheet with the figure $7bn in huge letters on the front, mailed out in February, which both announced the scale of business in the staffing sector and also its merger with Granville Baird. ‘I wanted to hit people between the eyes with the value of the transactions we’ve worked on and provide a vehicle to announce our merger with Robert W Baird,’ says Capps, ‘I just want it to be unmissable when it arrives on someone’s desk.’
The Big Deal mail-out to investment bankers, again in striking black and white, took another unusual format – a fan of rectangular cards held together with a stud which again emphasised the value of transactions and served as a catch-up for what had gone on in the year. Lastly, Granville Baird targeted its private equity investors with a post-card format mailer which offered a whistle-stop tour of the bank’s achievements over the last year and reinforced the messages of the latest ad campaign.