Since its launch more than 14-years ago, Knightsbridge Wealth has assisted foreign families and business people to live, invest and do business in the UK. In his previous agency, Graham was instrumental in creating its brand and developing its marketing and social media content – all of which the client believes are streets ahead of the predictable and dull, Corby-pressed alternatives.
Over the years they’ve required marketing collateral in multiple languages – depending on which way the political wind was blowing. This includes over 30 quarterly newsletters bearing a distinctive visual style, that conveys their understanding of both world and domestic affairs, as well as the positive benefits of living in the UK.
Whilst on the subject of newsletters, let’s be honest here… newsletters are generally dull and often, financial newsletters are the worst. A view shared by Investment Quorum, who wanted a compelling and visually engaging magazine for their clients – with a good dollop of visual humour thrown in too. Yes, financial marketing can be fun!
The publications that Graham created, generated a great deal of positive feedback from their long-term customers, who only appear out of their hideaway villas every 12 months – just to check that their investment portfolios are on track. So, that was a bonus outcome.
“Let’s be honest here… newsletters are generally dull and more often than not, financial newsletters are the worst.”
Another, far bigger organisation with an AUM of over £773.7 billion (2024) also viewed print as an excellent choice for their older, mostly retired clients. Schroders Personal Wealth believed their clients were more likely to read from the comfort of their sofas alongside the Sunday papers and their morning toast, than scrolling up and down on their phones or tablet.
Great care was taken to ensure that every part of the production process met strict ESG and sustainability values, from FSC paper stock, through to recycled postal packaging, making this an acceptable, high-production coffee-table magazine for all their sustainably savvy clients.
So, it is quite clear that print is very much alive and remains an important format for any marketing strategy, even if it’s more likley to be available as a PDF download. But the design principles remain the same – it has to be exceptionally engaging and relevant.
