In a crowded market, and with 11 individual trusts sitting underneath the parent brand, Janus Henderson Investors needed advertising that helped express the individuality of each trust. While providing a consistent visual framework and tone of voice to harness the collective strength of the range. Having helped win the pitch, I developed ‘The freedom to live well’ – a creative platform that informed and inspired the individual advertising campaigns for JHI and the individual trusts. I created the ideas and wrote the copy across all assets: digital, social media, print ads, YouTube ‘pre-roll’ videos, podcast spots, websites and content.