— CLIENT

CFA Institute

— DELIVERABLES

Event Rebrand

Campaign Toolkit

Print Collateral

Social Marketing

The CFA Institute Research Challenge is a global equity research competition that immerses university students in real-world financial analysis and investment presentation.

As the prestigious programme approached its 20th anniversary, there was an opportunity to evolve beyond core corporate branding and predominantly text-led communications, creating a more distinctive campaign identity capable of engaging audiences across regions and platforms.

Working closely with internal marketing teams and stakeholders, we developed a bespoke anniversary campaign toolkit that built upon the established CFA Institute brand through a modular graphic system, tailored messaging and dynamic imagery. The framework introduced a celebratory new look and feel while remaining flexible enough to scale across digital, social, print, video, presentation and event environments.

Built to support a global programme spanning 100 countries, 1,100+ universities and 150+ CFA societies, the campaign toolkit balanced consistency with flexibility across regional and platform-specific communications, enabling teams to communicate with greater clarity and cohesion while establishing a scalable framework with longevity beyond the anniversary year.

Deliverables included social media assets, presentation templates, digital campaigns, marketing collateral, merchandise concepts and environmental branding, providing a flexible visual system designed to adapt across multiple touch-points.

The toolkit helped establish a distinctive anniversary identity for the competition’s 20th year while laying the foundations for future Research Challenge campaigns.

“The Research Challenge is more than a competition, it is a platform for cultivating the next generation of finance leaders.” Christopher Hui, GBS, JP, Secretary for Financial Services and the Treasury, HKSAR Government