Disciplines

Competitor Review
Analytics
Look, Tone & Feel
Information Design
Copywriting

A global leader with local expertise

KeyCorp is one of the world’s largest bank-based financial services companies, with assets of approximately $100 billion. KeyCorp companies provide investment management, retail and commercial banking, consumer finance, and investment banking products and services to individuals and companies throughout the world.

Creating a strong brand positioning for a European expansion

Manifest were appointed by Key Equipment Finance, one of the USA’s largest equipment finance companies with a $14.9 billion portfolio and writes $6 billion of new business a year, to develop a brand positioning for the European expansion of its capital equipment and solutions financing products. Research and analysis of European customer needs and a study of the competitive landscape informed our approach to the positioning, establishing a careful balance of a Europe-centric offering endorsed by the financial power and stability of one of the USA’s largest bank-held equipment financers.

Our positioning recommendations included visual style and tone of voice, which we went on to implement in the design and production of a range of multi-language sales support materials.

A successful bid for market share

Key Equipment Finance have successfully established themselves as a dominant operator in European capital equipment and solutions financing with local operations established in 15 EU countries.