Since 1931 Capital Group has delivered superior, long-term investment results. Over the years they believed in being humble and investing money in things like people not ad space. But now, Capital Group faced both a challenge and an opportunity. The challenge was that over the years they had inadvertently become known as "American Funds" which is their most successful product, but their name is “Capital Group”. The opportunity was to start communicating with investors versus only advisors, to build brand awareness, and directly empower investors to make their financial decisions.

Our Goal Establish Capital Group as a premier global investment brand by building a world-class brand platform that emotionally connects our unique audiences with our mission.
Our Mission Improving people’s lives through successful investing.

My role as a creative director was to lead Capital Group’s global rebrand business initiative as well as to help define and rollout their new brand architecture system.

I worked to translate the brand vision with stakeholders, our agency partners as well as direct over 50+ in-house creative associates during the brand architecture and rebrand effort.