Aspira

Aspira is an independent corporate financial advice business, with a particular specialisation in employee benefits and group pensions. In a highly competitive marketplace, it needed to focus its offer, clearly stating both the services it provides and highlighting its unique approach.

Two main communications were identified as the central pillars of this new focus – the Aspira corporate brochure and website. With a working relationship already in place, Proctor and Stevenson was chosen as the agency to deliver both, owing to our financial services experience, knowledge of the business and the innovative approach we take to marketing.

The Proctors response
The process began with a series of workshops, at which the exact nature of Aspira’s business and ethos was presented, debated and finally agreed upon.

And that’s where we got started.

What stood out most prominently for us in our discussions with Aspira was the commitment and integrity of the business. Aspira people believe that both employee benefits and personal finances are too important to get wrong. And we wanted the wider market to see this for itself.

Following a comment from Aspira’s Managing Director that it’s ‘probably easier to explain what we don’t do to get an idea of what we do’, we decided we could take a rather alternative approach to communicating the Aspira offer. So, using a broadsheet-like, satirical cartoon style (created in-house), we produced a series of illustrations and messages that stated clearly what Aspira doesn’t believe in.

These messages became the launchpad for a fuller explanation of exactly what Aspira does, providing an engaging and unusual entry point for each section of both the printed brochure and main website.

The results
The highly distinctive illustrative style of the brochure gave Aspira a presence and personality in the financial services market that was quite unlike anything else. This, married to the clarity of messaging, made for a very happy client and truly memorable printed communication.