If you’d looked at their old branding, website and advertising, you’d never have known how warm and personal Portfolio Bureau Private Wealth Managers are and what amazing relationships they have with their clients. Our strategy brought this connection to life and was the foundation of all communication and branding. From strategy to corporate identity, website to photography, roll-out of all collateral and even planning and facilitating their team building workshop – we jumped head first into this brand and loved every second of it.
strategy. branding. copywriting. design. etc.
No one wants to read a 200 page strategy document. But at its very simplest, we wanted to take the brand:
FROM THIS:
Impersonal.
Cold.
Intimidating.
TO THAT:
Creative branding reflecting their unique connection with clients.
Warm and personal, often lacking in this sector.
Inviting and down-to-earth.
strategy: from this to that
There’s a lot of “advice” out there.
And even more self-serving opinion, disguised as it.
Friendly façades mask selfish agendas;
where big words, bewildering statistics,
and piles of paperwork, confuse and unsettle.
In this world of copy and paste,
we see people, not clients.
People who deserve advice
that isn’t good or even great.
Because great is not good enough.
They deserve advice that considers
every aspect of who they are -
and who they could be.
Advice that actively seeks out new solutions
to serve their individual needs.
We truly, deeply care about every
person or company we partner with.
Once we’re on the path with you,
we’re there no matter what.
Because we see people, not clients.
Are you ready to be one of our people?
Because we’re ready for you.
"We truly, deeply care about every person or company we partner with. Once we're on the path with you, we're there no matter what."
manifesto
When it comes to financial planning, Portfolio Bureau don’t believe in copy and paste. First, they understand you, your needs, your dreams, your everything – then they help you grow your wealth. The connected words in the logo reflect the idea that meaningful connections are at the centre of everything they do. The pay-off line emphasises that their entire reason for being is to help you bring your plans to life. And finally, Private Wealth Management felt cold, like there were only systems, with no people behind them. A simple tweak made all the difference.
pay-off line, descriptor & logo
When you're all about meaningful relationships that lead to lucrative decision-making, social media isn’t for you. So, we used this to our advantage and told people that if they want to get to know Portfolio Bureau, they would love to meet face-to-face.
“Our clients deserve advice that considers every aspect of who they are – and who they could be.” Tanya Golan, Director.
anti-social media
People are afraid of looking ignorant. The website needed to help people understand what Portfolio Bureau do, what they believe in and why they believe in it, but more importantly, it needed to make complex ideas easy and introduce the team in a personal way. Why? So it was clear that these are just normal, non-intimidating people, who just happen to know a lot about finance. We also conceptualised, planned and ran a shoot with the wonderful Marike Herselman Photography.
website and shoot
We see every piece of collateral as an opportunity to make the audience feel something. So we grabbed onto these opportunities to focus on the human-side of finance and to show readers that the work Portfolio Bureau does is all for them.
We see every piece of collateral as an opportunity to make the audience feel something. So we grabbed onto these opportunities to focus on the human-side of finance and to show readers that the work Portfolio Bureau does is all for them.
The text on the bottle says:
We get it. Clarity can be very, very hard to find.
Especially when you’re diving deep into the murky waters of your financial future. Distractions are everywhere. Glimmering lights that lead you one way and then another. That’s where we come in. We’re here to help you find your way to whatever success may look like to you.
It’s all we truly care about.
Your Plan. Our Purpose.
collateral
meet the team.
Strategist, Creative Director & Copywriter: Moi, Kayli Vee Levitan.
Art Director and Designer: Naomi Bossert Design Studio
Website Developer: Christian Swanepoel
Photographer: Marike Herselman Photography.
Client: Tanya Golan, Guy Golan, Norman Van Rooyen, Jessica Gouws.