Challenge

Cardano is a specialist pensions business that has grown through a strong acquisition strategy. But this had led to a disjointed offer and distracted them from a fundamental truth within their DNA: they were a bold challenger.

Solution

We took time to deeply understand what made this organisation special and what their audiences valued most. From the outset Cardano had set out to challenge category conventions surrounding defined benefit pensions scheme structures, investing heavily in innovative ways of balancing growth and reducing risks of the pension funds they managed. The ‘We know the value of different’ brand promise positioned them as a player that you could expect something different from and elevated their origin innovation story, giving them confidence in a conservative market to say something fresh and standout.