AMP Capital

Let's get ethical


Product naming

Sales & marketing collateral


Fund managers increasingly need to engage end investors as well as their traditional B2B relationships. This means winning over hearts and minds. But how do you move out of the technical comfort zone to deliver a more emotional story all audiences want to engage with?

Ethical investment papers inform clients
Inspiring leads with new website content
Ethical investment charter sets out goals and parameters


With one of the most experienced ethical investing teams in Australia, AMP Capital was sitting on a golden opportunity. But we quickly discovered that dry, technical content was seriously sabotaging efforts to engage their audience. Instead, AMP Capital needed a message that would appeal directly to an investor’s desire to use their money to do good in their world.

In trademark Lexicon-style, we put together a simple but powerful value proposition and message framework built on clear audience insights and emotional drivers. Written with both institutional stakeholders and end-investors in mind, the AMP Capital team were able to dial different messages up or down to suit each audience.

We also worked with the team to update the Fund’s name to something easier for the audience to understand and connect with.

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