LEGG MASON REBRAND
Legg Mason is one of the world’s largest asset management companies.
In 2005, Legg Mason agreed to trade its brokerage unit for the money
management business of financial giant Citigroup. This was a $3.7 billion deal that transformed the Baltimore-based firm into the world’s fifth-largest money manager. With the change came the need to rebrand all of Legg’s collateral and educate its associates about the new company structure.
As a freelance designer at Ologie I produced multiple collateral, Web and brand projects for Legg Mason. Over time I became the “brand steward,” producing not only brand guidelines, but working with a team of creatives to produce a brand workshop.
The purpose of the brand workshop was to make the Legg Mason story come alive to associates, while educating them about the new company structure. The workshop has been successfully presented to hundreds of associates.
The creative garnered several awards, including a Financial Communications Society Portfolio Award for collateral, as well as an ADDY for sales promotion.