In 2013, Hartford Mutual Funds set out to create their own identity and unique brand positioning.
They came to SapientNitro with a simple proposition: "Make us known for our global expertise and products."

They weren't top of mind among their audience of financial advisors for those types of investments. What they needed was a simple, clear message that put a stake in the ground for their position in the global fund category.

Our strategy was to simply remind financial advisors that smart investing is about the people behind the portfolio – their experience, insights, and expertise.

While many financial services companies feature people in their ads (often stock imagery), we chose to turn that notion on its head. The currency featured in each ad represents the top holding of that respective fund.
Print Ads
 
 
Online Ads (40k and rich media)
 
 
Homepage Banners
ACD / Copy: Jason Huber
SAD: Carlos Noel Perez
Designer: Erika Decker
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