Core multi-asset funds
Launch creative for a new investment fund, built on a simple idea: everything you need, nothing you don't.
My role
Creative & Direction
Delivered
Adverts, brochures, social and website assets
Aegon was launching its Core multi-asset funds to financial advisers and their clients. The case for the funds was their simplicity: reliable, transparent and without unnecessary complexity. The campaign had to make simple feel like a strength, not a compromise.
We developed three creative routes. One used lifestyle photography to signal sophistication. Another used iron, gold and diamond as metaphors for strength, value and clarity. The third took almost everything away, and that was the one Aegon chose.
"Everything you need, nothing you don't" pairs bright, empty space and angled light, a nod to the highlight in Aegon's logo, with short, confident headlines such as "Simple. Reliable. Robust." The design does what the funds promise. Nothing competes with the message.
