The building of the Kemper Funds brand is based on de-mystifying investing. A harvest theme is inherent in the company’s logo which is a sheath of wheat, therefore, general communications utilize images of wheat. Whereas product imagery was created to reinforce the idea of long-term investing. The system pairs two images, a first image that relates to an individual investment and a second that represents a result — seeds become a seedling, apples become apple pie, for example — communicating effectively before an investor reads the first word of narrative.
Kemper Reports magazine accompanied fund reports to shareholders — that’s a circulation of 1.8 million. Our redesign took the magazine away from a promotional attitude to a focus on educating and informing the reader about financial planning and investment.
We then re-branded the system when Kemper Funds was merged with Scudder Investments.