American Century Investments, based in Kansas City, is recognized as one of the leading investment management firms in the world with more than 45 years of experience in the industry and roughly $100 billion in assets. American Century Investments serves investment professionals, institutions, corporations and nearly two million individual investors through a broad array of investment products across a variety of investment disciplines.
American Century Investments updated their brand identity standards in an effort to increase brand awareness through more integrated communications both internally and externally. During the process, they determined that better brand management toolsets are necessary to effectively manage the brand internally and externally. The ultimate objective of the new Brand Center was to facilitate clear communication and easy access of the brand standards to employees and external business partners.
Digital Evolution Group was responsible for the gathering of business requirements, developing functional requirements, logically designing and architecting the new version of the ACI Brand Center, and developing a new visual interface. Furthermore, Digital Evolution Group collaborated with the Brand Management Team to strategize how the features and design of the new Brand Center could not only communicate the brand platform, but also convey the nature, importance, and business benefits of branding itself.
After the functional requirements were defined, Digital Evolution Group performed all the project management, development, testing and deployment of the web platform to support the launch of the ACI Brand Center. The new Brand Center application developed by Digital Evolution Group performs the following general functions for ACI:
- Allows the American Century staff and external partners access to brand materials and backend management functionality
- Provides a resource which effectively communicates brand initiatives and standards;
- Saves users’ time in accessing and understanding information;
- Tracks and reports user activity to help support future investments in this or other similar tools;
- Reduces costs by saving American Century Investments brand management team time in communicating and managing the implementation of the brand standards;
- Facilitates the consistent implementation of brand standards to help American Century Investments build the brand.