Janus Henderson’s Tactical Income Fund, established to protect investments in difficult financial times, is one of the company’s most popular and successful funds. Our challenge was to leverage that success and launch the fund into the electronically traded funds market (ETF), with the ongoing uncertainty created by COVID-19.
Given the popularity and success of the existing fund we were careful not to dilute its strong...read more
Given the popularity and success of the existing fund we were careful not to dilute its strong brand equity, leveraging positive cues from its existing reputation that made sense in the current market environment. Under the company’s new brand guidelines we designed a fencer overlaid with a chess set to convey the core idea of ‘Tactical, Defensive’, supported by a ‘now available as…’ message to show that this was an extension of an existing successful fund.
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