An Introduction to Siegel+Gale
Within this book, you will see
emblematic examples of our nearly
40-year-old philosophy: Simple
is smart. But simple doesn't mean
simplistic. Simple allows for easy
understanding. Simple enables
evangelism. Simple is a platform
for growth. By simplifying, we
amplify. With “Simple is smart”
as our mantra, we help to build
brands that are clear, credible and
relevant. Then, we allow these ideas
to spring from the boardroom wall,
and into life.
Simplicity is the ultimate sophistication.
Leonardo Da Vinci
Who We Are
Siegel+Gale is one of the world’s premier strategic branding Siegel+Gale has full-service offices in New York, Los Angeles
companies. Since it was founded by Alan Siegel in 1969, London and Dubai and strategic partnerships around the
the firm has applied the art and science of simplicity to world. It is part of the Omnicom Group Inc. (NYSE-OMC)
create branding programs that have helped many of the (www.omnicomgroup.com), a leading global marketing
world’s best-known organizations excel. Driven by its and corporate communications company. Omnicom’s
philosophy of Simple is Smart, Siegel+Gale has led the branded networks and numerous specialty firms provide
way in bringing innovation to the corporate branding field, advertising, strategic media planning and buying, direct and
including transforming complex, incomprehensible customer promotional marketing, public relations, and other specialty
communications into plain English; helping clients create communications services to over 5,000 clients in more than
distinctive brand voices across all their communications; 100 countries.
transporting brands onto the Internet; and aligning the brand
experience for customers with the brand promise.
The firm has worked with an array of blue chip organizations,
including American Express, Bayer, Lehman Brothers,
Medtronic, Dell, Harley-Davidson, Lexus, Merrill Lynch,
Yahoo!, Caterpillar, Sony, Motorola, the National Basketball
Association, 3M, Dow, and The Four Seasons Hotel Group.
What We Do
Brand Research Naming
Design and execute research to inform and validate brand Develop corporate, product, and service names that clearly
positioning and architecture. Assess brand elasticity. identify their purpose and adhere to the brand strategy.
Measure the impact of how brands affect business results.
Brand Evangelism and Training
Educate all members of the organization about the brand
Uncover a company’s unique and enduring value. Identify promise, identity, and experience to foster a brand-aware
opportunities for brand growth. Articulate the promise in a culture. Customized workshops and seminars supported by
succinct and differentiating way. interactive and printed media show stakeholders how to live
the brand day to day.
Internet Strategy and User Experience Design
Transform information-intensive customer interactions into
positive brand experiences using communications analysis, Help our clients develop strategies that leverage the Internet
information design, and plain-language writing. to drive their businesses. Create highly intuitive, usable,
branded user experiences for the Web, kiosks, company
Intranets, and client Extranets.
Determine the relationship of the corporate brand to all its
Brand Collateral Development
parts—business lines, partners, products, services—and
provide a strategy for current and future branding and Offer content development, graphic design, production, and
naming practices. motion graphics services to dramatize our clients’ brands in
all communications for the brand launch and beyond.
Corporate Identity Design
Design systems—proprietary visual vocabularies
that distinguish communications, environments, and
experiences—to support the core promise of the company at
every touch point.
Our Financial Services Expertise
Financial resources is a distinct area of expertise for our firm.
Our financial services practice has a proven track record
in developing powerful brands that help drive marketplace
performance. Our experience cuts across financial industry
sectors, including banking (commercial and retail),
insurance, real estate, investment banking, wealth and asset
management, and consulting.
Our financial services experts continually stay abreast of
market issues and possess the industry background and
relevant client experience to move your business forward.
How We Help Our Financial Services Clients
We build powerful financial services brands. In a crowded, We simplify communications. Customer communications
complex market, differentiation is critical. We’ve helped often get caught in a tangled web of complex products
dozens of financial services companies, from commercial and services, regulations, and legacy systems. We make
and retail banks to wealth asset management, build healthcare brands clear and approachable by simplifying
distinctive, lasting brands by clearly defining what their functional communications. We help organizations develop
company and its products/services stand for, how they are the tools they need to extend and fulfill their brand promise
unique, and what value they bring. in transactional communications—often the most immediate
and tangible representation of their brand. Our unique
We optimize online financial services experiences.
methodology cuts through the volume and complexity
The internet remains a critical path to improving the
of information and provides a rationale for reorganizing,
efficiency and effectiveness of financial services. We work
customizing, and streamlining statements and bills to make
with companies to develop Internet strategies and Web
them clear and relevant to customers. The results are an
interfaces that are relevant, profitable, and supportive of their
enhanced customer experience, aligned communications,
brand. We create solutions that meet your users’ needs and
improved customer retention, and increased efficiency in
drive customer loyalty and cost effectiveness.
producing and distributing information.
Our Financial Services Clients
Accounting and Consulting
Wealth and Asset Management
Our life is frittered away by detail... Simplify, simplify, simplify!...
Simplicity of life and elevation of purpose.
Henry David Thoreau,
Anywhere you see the Good Hands™, you see Siegel+Gale’s the additional savings at eight million dollars a year. Even
handiwork. Indeed, the redesign of perhaps the world’s most more significant, by reducing the number of policy change
recognized logo was the crowning moment of Siegel+Gale’s and renewal forms each customer received, S+G drastically
Allstate “Brand Experience” Project. In this multi-year reduced the number of opportunities for the customer to
exercise, Allstate tasked S+G with rethinking the entirety of defect to another insurance provider.
its customer and agent communications and experience.
Adding to the overall improvement in user-friendliness was
They gave us carte blanche to cross functional boundaries to
Siegel+Gale’s comprehensive redesign of the Allstate in-
collaborate internally and externally with Allstate and its many
branch experience. To help acquire and retain customers,
other agency partners. Our work included environmental
our research revealed, Allstate first needed to infuse
branding as well as interactive media, collateral and other
customers with a sense of confidence in order to inspire
forms of brand expression.
trust. To foster that trust required a redesign and regularizing
Siegel+Gale’s comprehensive Allstate Touchpoint Analysis of the Allstate storefront. By factoring in scale, lighting,
resulted in the development of a change-measuring furniture, and materials in our design, we created a system
baseline and blueprint for progress as well as a program of for procuring new furniture, fixtures, electronics, and media
organizational training for Allstate’s core content developers to ensure that all 13,000 Allstate offices could be renovated
and legal counsel. at a manageable pace and price.
Siegel+Gale’s Simplification Practice reduced Allstate’s form Finally, Siegel+Gale created a simple online tool for Allstate
letters from 87 different types to 18, eliminated redundant and its many branches to manage and access all of the
documents, simplified others and offered up a design for approved brand assets.
a new family of laser-printed documents. Allstate reckons
ABOVE: Allstate store, exterior and interior
ABOVE: customer persona page
BELOW: identity guidelines
SunTrust is one of the 10 largest banks in the United The conclusions for us were clear: leverage the spirit of
States. In 2003, it faced tough competition for its attractive customer advocacy as the fundamental institutional promise,
Southeast US footprint—as well as ever more commoditized convey the brand voice that’s rooted in the loyal, empathetic,
products and increasingly cynical customers. At the same but highly productive values that we saw time and again, and
time, Wall Street was losing patience with STI as a result of a tell that entire story clearly, loudly, and to whomever would
lack of top line growth and a lower than average P/E multiple. listen.
Internally there were cross-selling challenges, silos within the We developed a brand positioning to capture the essence
company, an inability to define the SunTrust brand clearly, of SunTrust that distilled to the phrase: “Not just at your
credibly, and compellingly. As one executive put it, “we think service—at your side.” We helped them drive that promise
our greatest brand asset is our geographic footprint. If that’s throughout the organization by creating new Common Mission
the case, we’re in bigger trouble than I thought.” and Values statements, a revamped brand architecture built
on a SunTrust masterbrand strategy to help clarify its offering
SunTrust turned to Siegel+Gale to help identify the core
and eliminate internal silos, and a new corporate identity.
values and distinctive culture that drove SunTrust’s past
successes, and to use these assets to build a clear story that To help launch the brand we also created a new visual identity
sets the foundation for future growth. system, standards and guidelines for over 1,500 retail branches;
new corporate and retail signage for over 2,000 locations;
After an exhaustive discovery process, in which we gathered
interactive strategies; communications and process simplification;
input from 35% of the 27,000 employee SunTrust work force
event marketing; and cross-selling incentive programs around the
and an additional 2,400+ clients, we found three simple but
criteria of “doing the right thing for the customer.”
compelling truths about SunTrust:
At the end of our 2 1/2 year engagement, Craig Kelly,
+ SunTrust customers loved the bank and particularly, their
SunTrust’s CMO, commented on our work:
bankers because, as one retail customer said, “they’re
committed to doing the right thing for me, and they have “Anybody in a service business will tell you that people
the determination to get it done.” are their most important asset. But Siegel+Gale helped us
understand what it is about our people that makes us who we
+ Despite its size, people remarked about the bank’s ability
are. And then they showed us how to translate that spirit into
to maintain its local community flavor.
how we talk and behave as an organization.”
+ Many current customers were unaware that SunTrust had
products and services above and beyond what they were
using. Comments like “I’ve always done payroll With
SunTrust, but I never knew they did mortgages. I went to
BofA for mine.”
ABOVE: ATM, plaza signage
BELOW: newspaper ad, credit card
When Lehman Brothers found itself with an outdated, nondif- After a rigorous brand strategy engagement, we have helped
ferentiated brand name, internal fragmentation, and inten- Lehman Brothers’ IMD Management to establish clarity by:
sifying competition for both clients and recruits, Siegel+Gale
+ Defining the sense of purpose of a division that is the result
developed a new positioning that focused on the key benefit
of an amalgamation of numerous acquisitions, multiple
of the firm’s approach to its clients. This new positioning:
subsidiaries, and a strong influence of the Lehman Broth-
Where Vision Gets Built, created consensus internally; al-
ers corporate brand
lowed for regional, division, and local market differences;
and served as a unifying force for the brand and the firm. + Providing a description for the division that is aligned with
Additionally, we refreshed the firm’s identity, created a Brand its story
Voice Book—an educational, inspirational, and philosophical + Establishing a clear brand architecture strategy that ratio-
foundation and guideline for living and expressing the brand nalizes the relationship between different sub-divisions,
values—which was launched to all employees worldwide, products, and services
developed a set of comprehensive Identity Guidelines, and
an overarching brand advertising campaign. + Clearly identifying and articulating the difference between
organizational descriptors, legal entity names, and commu-
In 2002/2003, Lehman Brothers brought a number of prod- nicative names for sub-divisions, subsidiaries, and major
ucts and service groups together in a new division to offer product areas
a range of wealth and asset management services to both
individuals and institutions worldwide. Recently, the firm ac- + Developing an optimal implementation process for aligning
quired Neuberger Berman, a well-known brand in the world operations, communications, and behaviors
of money management, to build on its wealth management
capabilities and offerings.
ABOVE: brochure cover and spread
BELOW: brochure interior
ABOVE: recruitment ad
ABOVE: milestone chart
BELOW: NYC headquarters exterior
Fantastic, elastic new ways to brand plastic. Siegel+Gale has helped American Express regain relevance
with a younger demographic through the strategic marketing,
“Polymer” means “Something made of many units.”
design and introduction of a vast array of new and co-branded
So when it came time to architect extensions to the house of cards, expanding their card portfolio by ten times. The Delta
American Express cards, it came time for American Express AirMiles card is the most successful co-branded card in the
and Siegel+Gale to get together. And together we uncovered American Express portfolio. The Centurion card is the premier
exciting new ways and places to stretch this long polymeric offering for high net worth individuals.
molecule. American Express plastic now covers vastly
And yes, we do take plastic — preferably to new heights.
expanded markets and lines-of-business, yet still retains
its original, market-defining image, clarity and consistency.
Myriad looks span myriad projects, yet all cohere under the
guidance of this fruitful partnership.
As American Express’s Global Agency of Record for Brand
Identity, Siegel+Gale’s nearly 200 American Express projects
include card design, retail and environmental design for
travel services offices, logo and identity system development,
product positioning, interactive strategy and design, naming
and brand architecture.
ABOVE: plum card
BELOW: Harrods card
CLOCKWISE FROM TOP: Hilton HHonors card,
Harrods card, various gift cards, gift card with
packaging, Delta SkyMiles card
THIS PAGE: point-of-purchase decals
American Express Blue
American Express has one of the most prestigious and We rethought the entire concept of what a credit card
recognized brands. But the company’s core products could be—creating the first-ever transparent card, with
have proved less relevant to a new cyber-savvy generation an integrated smart chip for easy electronic commerce.
of consumers. American Express wanted to create a A large blue hologram in the middle of the card presents
new credit card to attract a younger generation of the American Express logo in a cutting-edge context. To
consumers and to become a major competitor in the emphasize the clear, simple design, we moved all extraneous
era of electronic commerce. type to the back of the card.
Our approach to the assignment was simple and We created a “futuristic” personality for Blue, to attract a new
breakthrough. The result: Blue, a credit card that breaks the generation while remaining true to the American Express
mold in both design and functionality, and rocked the entire brand.
Blue was one of American Express’ most successful new
We conducted extensive research to identify the defining product launches.
characteristics of Blue’s target customers. Discovering their
key traits—an entrepreneurial spirit and a desire to control
their own finances—enabled us to create a product that
directly appeals to this market.
Blue card ads
Citibank’s Private Bank Group serves high-net-worth Siegel+Gale developed a new system of simplified forms
individuals with sophisticated financial situations. But the that makes for an elegant and inviting presentation—while
forms and legal agreements used to open and service dramatically reducing the paperwork burden for the Private
accounts were numerous, cumbersome, and did not Bank sales force and consolidating the number of client
reinforce Citibank’s identity. signatures required to open an account. The new package
of introductory materials that clients receive projects a
distinctive visual look and radically simplifies the entire
ABOVE: introductory packet
BELOW: simplified forms
T. Rowe Price
Siegel+Gale helped redesign the T. Rowe Price website to The T. Rowe Price Web site was well received by users
enable customers and prospects to access information in a and industry critics. The site garnered the highest usability
way that reinforces the T. Rowe Price commitment to high- scores that the testing lab had ever seen and was named
quality customer service. the “easiest-to-use mutual fund Web site” by Mutual Fund
Magazine. As a result of the new design, T. Rowe Price
After conducting significant user profile studies, we delivered
moved up 12 positions in Gomez rankings of top financial
a site that enables users to access information in a way that
meets their personal preference—browsing or diving in, for
example. The new site provides more intuitive navigation and
direct links to transactions from all areas of the site.
RIGHT: magazine article
Siegel+Gale developed the strategy and architecture that We worked with their team on an ongoing basis on
facilitated the merger of Dean Witter and Morgan Stanley. communications and reporting strategies – eventually
As part of the effort to present the unified brand to clients, developing statement and summary templates for use across
Siegel+Gale conducted an audit of all Morgan Stanley all client tiers.
customer communications, with a focus on information-
driven documentation. The Blueprint for client reporting
prepared by Siegel+Gale gave Morgan Stanley specific
guidance around content, customization, timing, use of
media, and information design techniques that allows them
to target customer communications based on both asset tier
and behavioral attributes for a tailored customer experience
with measurable cost efficiencies.
FROM TOP: statements by asset tier—
blue, gold, platinum
In mid 2000, Bank Hapoalim found itself under increasing
pressure from new foreign competitors and facing a declining
image with its retail clients. To address this challenge and + Positioning of Private Banking and Global Private
position the Bank for a potential IPO, Bank Hapoalim Banking
selected Siegel+Gale to help them relaunch their brand. + Brand Identity and “Voice”
We needed to clarify and align the business and marketing + Clubs concept and identities
strategy for the 260+branches, call-centers, Internet,
+ Brand Experience Strategy
ATM services, and various products. The Bank Hapoalim
story would serve as a unifying force to improve the user + Branch Literature
experience for their existing 1.5 million+ private customers
+ Branch Internal and External Signage
and their 200,000 small/medium size businesses, while
allowing for the necessary specialization for their various + Internet Look and Feel
+ Bank Statements, Deposit Slips
+ ATM Cards and Credit Cards Design
+ Internal Bank Communications for Employees and
Launch Support Materials
BELOW: print ads
Over 15 years of working with Siegel+Gale, Chubb has sales support material and advertising. The Masterpiece
evolved a comprehensive brand development program that value proposition was built around Chubb’s financial
helps the company project a powerful, consistent voice strength, sophisticated loss-control consulting, “customer
across all its lines of business. first” approach to claims handling, and its ability and
willingness to adapt coverages to meet a customer’s needs.
The start of our relationship and the cornerstone of our work
with Chubb came when they asked us to create a simplified Over time, we extended the Masterpiece program to cover
personal insurance policy that covered the unique needs of Chubb’s commercial lines, which focused on mid-size
upscale customers—insurance protection for a distinguished companies; its life and investment fund companies (since
home, a vacation property, a luxury car, an art collection, sold); and an aggressive agent recruiting program. As
or family heirlooms—and made doing business with Chubb the program grew, we worked closely with regional and
easier for agents, policyholders, and employees. independent agents, and multinational, interstate, and
Siegel+Gale saw immediately that the new policy was
an opportunity for Chubb to communicate and market Since the inception of the Masterpiece program, annual
a powerful new idea in insurance. The concept we tracking studies have registered continuous increases in all
developed—Masterpiece—radically streamlined the measurements—particularly with prospective customers and
underwriting of coverages to accommodate an individual or agents—on familiarity, on providing good value to customers,
family with substantial personal assets and a willingness to on settling claims quickly and fairly, and on high-caliber
pay more for a superior insurance product. We created the management.
Masterpiece name, developed the positioning, and created
ABOVE: simplified communications
RIGHT: collateral materials
BELOW: print ads
State Farm Insurance
The largest insurance company in North America, State Putting the brand to work meant implementing these
Farm had established one of the nation’s best known brands, values in ways that would allow people in every corner of
whose theme line, “Like a good neighbor,” had permeated the company—from claims and underwriting to regional
popular culture. For all its success in building its brand managers and agents—to align their jobs with the brand.
among consumers, however, the company continued to
Over the course of several months, working with a select
face the challenge of building its brand, internally, as an
team of State Farm managers, Siegel+Gale developed the
“operational asset” which could help increase productivity,
definitions, examples, materials and processes the company
needed to carry out this effort. As a way to help ensure
The State Farm brand had three main pillars: its well-known long-term success, the initiative has been piloted in different
slogan, the underlying promise of safe passage over time, markets, each with its own characteristics, which represent
and the company’s core values: quality service, relationships, State Farm’s regional and business diversity.
mutual trust, integrity and financial strength.
Securities and Exchange Commission
Securities and Exchange Commission The SEC has indicated that it will likely issue a new rule
based in part on our Proposed Mutual Fund Sales Fee and
The SEC and Siegel+Gale have worked together numerous
Conflict of Interest Disclosure Forms Report to the Securities
times as part of the SEC’s mission to encourage financial
and Exchange Commission (referenced at left). Findings from
services providers to clarify and simplify disclosure
this project may be found at:
documents for consumers.
Mutual Fund Fee and Conflict of Interest Disclosures
In late 2004, the SEC asked Siegel+Gale to develop plain
English forms and a report of findings on how best to disclose
conflicts of interest and mutual fund transaction fees at the
point of sale to consumers. A Plain English Handbook
Siegel+Gale and our research partner, Gelb Consulting, In 1998, the SEC asked Siegel+Gale to create writing and
worked with the SEC to develop disclosure forms and to design guidelines that would help companies comply with
structure and field market research to rapidly refine form disclosure regulations.
content and design to achieve the highest degree of end-user
Siegel+Gale wrote and designed the SEC Plain English
satisfaction, clarity and understanding.
Handbook, which now helps companies produce documents
that make investors more aware of options, risks, and
rewards. Informed investors will make better decisions—and
appreciate companies’ straightforwardness.
“Companies that successfully communicate with their
investors form stronger relationships with them.”
—former SEC chairman Arthur Levitt, Jr.
Form PO S A - S EC R ep ort , 1 1 / 0 4 / 20 0 4
“A ppe nd ix A: F or m s De veloped after T esting ”
ABOVE: form POS A - SEC Report 11/04/2004
Appendix A: Forms Developed after Testing
BELOW: A Plain English Handbook: How to Create
Clear SEC Disclosure Documents
TD Bank Financial Group
Toronto Dominion had grown through a number of strategic
acquisitions and product introductions. The organization
wanted to refocus its energies on what customers want from
banks now, and away from an emphasis on transactions.
Siegel & Gale developed a brand strategy for Toronto
Dominion. We also established a brand architecture
strategy built around the TD masterbrand while preserving
the established product and service brands. A new
design system was created to support the positioning and
recommendations for implementation that would support the
ABOVE: stationary, business cards
Union Bank of California
Siegel+Gale worked with Union Bank’s Select Benefit group Based on testing, the entire online application was re-
to reconceptualize its 401(k) product. The effort began architected and designed to create a more intuitive plan
with usability testing and one-on-one interviews with plan sponsor and plan participant experience which reduced the
participants and sponsors to identify how the application steps necessary to perform key tasks, made education advice
could be easier to use for both key audiences and reduce more accessible through contextualized content, and set the
customer support requests. stage for more relevant investment product cross-promotions.
The new design was specifically created to adhere to the
branding program recently adopted by Select Benefit’s parent
– Union Bank of California.
The end result allows Select Benefit to better service its
300,000 plus customers and sets the new standard for easy
to use online 401(k) applications.
ABOVE: 401(k) self-service web page
BELOW: online demo
Other relevant work: Siegel+Gale
American Express The New School Comcast U.S. Air Force
Dolce SunTrust Sony PSP Harley-Davidson
Lexus AARP Allstate NBA
Agility Tony Awards Motorola Port of Long Beach
625 Avenue of the Americas
New York, NY 10011
T +1 212 453 0400
10960 Wilshire Boulevard
Los Angeles, CA 90024
T +1 310 312 2200
T +44 (0)208 735 8950
Burj Dubai Square
Building 1, 6th Floor
P.O. Box 40604, Dubai
United Arab Emirates
T. +971 4 425 8841