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Design Category
Corporate communications design, 2002
Design firm
VSA Partners (Chicago, Illinois)
Collection
(2003) AIGA 365: 24
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The Newport Group offers market-defining asset management and retirement solutions to hundreds of the country’s largest and best-known companies. As the firm evolved and gained visibility by acquiring one of the nation’s largest 401(k) providers early in 2002, its leadership recognized that its brand presence and marketing had become outdated and ineffective. VSA was engaged to create a brand-positioning, visual identity system and execute a broad-based marketing program that would unify The Newport Group’s messages, look and feel—consistent with the company’s more objective, intelligent and integrated approach to corporate asset management and individual wealth accumulation.