Financial Services Marketing Portfolio, William Morassutti

1. “Storytelling that Drives Business
Results”
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FINANCIAL SERVICES MARKETING PORTFOLIO:
Scotiabank & Hollis Wealth
William Morassutti
VP, Content & Editorial
Loopmedia

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3. Scotiabank
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Scotiabank
I have a long and results-driven track record with Scotiabank over the past six years that I’ve been VP Executive, Content & Editorial at Loopmedia. Our
branding and design work was crucial to the success of the Enriched Thinking campaign. We recently also added to our portfolio with additional branding and
design work (Debit card, Scotiabank SCENE card designs, Scotiabank Global Business Banking, Scotiabank Latin America Brand Signage), along with live
action video (Scotia Wealth Management Pursuits), animation (Scotia iTrade videos) and more.
The unique aspect of the work that I’ve overseen is the ability to extend an initiative from branding & design through to motion – either live action video or
animation – across any and all platforms.

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Scotiabank: Video
Scotia SCENE Scotia iCon - How To
Scotia Wealth Management Scotia Pursuits

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Dynamic Funds: Video
Dynamic Funds: Myles Zyblock Dynamic Funds: David Fingold

6. Scotiabank: Print production
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7. “Enriched Thinking” | Scotiabank (Wealth Management offering)
Challenge: Scotiabank’s recently consolidated Wealth Management offering required a
comprehensive brand look and feel to complement their new campaign. While they had
new compelling advertising creative and positioning (based on the idea of “Enriched
Thinking”) they lacked a visual strategy to extend that sentiment across all touch points.
Insight: Big picture advertising-centric creative requires more than repetition to effectively
communicate a new offering.
Solution: Loopmedia developed the overall creative concept based on the idea of “mosaic”,
a visual interpretation of Scotiabank’s ability to engage with both the big picture
components of an individual’s life experience and all the accompanying day-to-day details.
The elements created extended the Wealth Management visual language across all
communication channels, including corporate brochures, line of business brochures,
corporate stationery, conference material, and related collateral – all of which
comprehensively codified in an easy-to-implement brand guideline document.
Results: An otherwise limited launch campaign was successfully expanded into a robust
brand language that will serve the bank for many years, one based on an essential truth
geared toward reinvention for years to come.
Bottom line: campaign helped convince some of Canada’s wealthiest Canadians that
Scotiabank understood their needs best.

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Scotiabank: Print production

9. Scotiabank: Print production

10. Scotiabank: Print production

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Scotiabank: Digital

12. Scotiabank: Digital

13. Scotiabank: Digital

15. Hollis Wealth: Branding & Design

16. “Invested in You” | Hollis Wealth Brand Refresh
Hollis Wealth approached us with a request for a major brand refresh, an initiative that was
to encompass a new brand architecture – including but not limited to fonts, colours and
visual motifs. The new branding was ultimately formulated and expressed as a visual
language that extended across internal communication templates, corporate brochures and
PowerPoint presentations, all of it culminating in a stylish and highly engaging brand video.
The wide array of assets that the loop design team produced all interconnected seamlessly,
from the strategic deployment of the colour blue across each and every touchpoint to the
rigorous expression of design thinking vis-a-vis typography and logo placement. And this
branding refresh not only registered as a stylish and sophisticated new aesthetic, but
worked effortlessly as day-to-day functionality as well – a simple and easy-to-use brand
guideline served as a foolproof tool that allowed access to even the most junior designers.
And, perhaps most importantly, Hollis Wealth’s large network of financial advisors were
bolstered by a design-first approach to marketing.

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Hollis Wealth: Video (for Brand Refresh)
Hollis Wealth: Brand Refresh Hollis Wealth: Connect Plus

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Scotiabank: Credit Card Design

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Scotiabank: Credit Card Design

20. Portfolio:
https://www.slideshare.net/WilliamMorassutti
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LinkedIn:
https://www.linkedin.com/in/williammorassutti/

21. CONTACT:
WILLIAM MORASSUTTI
william.morassutti@gmail.com
416.937.4489
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