CASE STUDY: VISTRA
Helping a global corporate brand find its soul
IN A NUTSHELL
Client
Vistra
Services
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Brand storytelling
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Brand creative strategy
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Creative direction
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Copywriting
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Content production
Difference
300% increase in Linkedin followers from 75k to 226k
How creative content and brand storytelling helped global corporate services business Vistra double its followers by showing the empathic side to the brand - without blunting its corporate edge.
2–MINUTE READ
After a series of acquisitions, corporate services firm Vistra were in the process of reinvigorating and sharpening-up their brand.
The business was trying to unite under one brand banner. But employees worldwide were not always saying the same things. And the existing brand no longer matched the scale of the business.
The global brand director, Taranjeet, needed help creating a distinctive, captivating brand story. Inside the business, it would provide clear messaging and content to help employees across 45 countries talk consistently about the global business. Outwardly, it would grow Vistra’s Linkedin presence and support the marketing and sales teams. She also needed help selling her strategic vision to the corporate leadership.
I developed the brand story and creative direction with Taranjeet and the CMO Jamie. Then delivered everything, from brand messaging, tone of voice and core web content, to email campaigns, social media campaign content and sales decks, for the global Vistra brand and its business sub-brands.
To make the best possible work – I effectively took on the role of an in-house creative director, leading the collaboration between separate content agencies from video production, to graphic design and web design. This helped Taranjeet create a more unified, efficient in-house content team and led to me becoming her go-to advisor for content strategy and creative production.
One year later, we had modernised Vistra’s web presence and increased their Linkedin following 300%, from 70k to 226k. And helped cement a single Vistra culture worldwide. The following year Vistra completed a global merger that doubled their headcount to take them to the top of the industry.
'The first script Jack showed me was for our private wealth brand. He hit the brief dead on – turning our private wealth services pitch into a story filled with empathy for the love that fuels our clients’ success. It brought a tear to me eye.'
– Jamie Moran, Vistra CMO
Watch: Vistra's private wealth story
What if memory and imagination were the same? That was the premise for asking our audience of high net worth individuals to think about what matters most to them. And communicating that Vistra's private wealth team care about their clients' fulfilment, more than their wealth.
