The marketing of financial service firms is awash with slice-of-life stock photography of greying men being hugged by adoring wives on twilight beaches. I wanted to break away from this approach and so used illustration to express the point of difference. A vital part of the creative brief was that the illustration had to create a smile in the mind; subtle humor that caused a pause for thought, and drew the audience into reading the written copy.
The target market was broken down into psychographic segments (such as The Plodder and The Risk Taker featured above) to invite an emotional connection with each person’s individual style of managing money. Using the existing identity, I art directed the development of advertisements and brochure work with an engaging and accessible financial message that pointed to a unique investment philosophy.