Logos

Advertising

Brief

Momentum wanted an advertising campaign to attract international investors from the UK and America to invest in Africa.

Concept

I came up with the slogan "Potential lies in what you envisage, not what you see." as I wanted to show investors that Africa has not realised its true investment potential. It is a country that has massive potential, we only need to see that potential and not the current situation that we are faced with. Look passed what you see and free your creativity to realise the true potential of this great continent.

Brief

Momentum Global Investment Management in England, wanted to introduce their new Factor Series Funds to the UK market. Being pushed for time, they were unable to put a brief together, so concept, design, copy was left to me.

Concept

I wanted to show the variations in growth in a graphical format, rising above inflation.

Brief

Momentum won five Raging bull awards and we had to come up with some creative copy and still fit in all of the compulsory legalese!

Concept

I wanted to show the Matador before the battle, still calm, cool and collected - still in control of the task before him.

Icons

Brief

Momentum Wealth wanted to use iconography for the different types of investors. Each type has different views of investing and these views needed to come across in the icons.

Concept

I decided to use people icons so that investors would be able to relate to them. After consulting with Momentum Wealth on the detail of each class of investor, I came up with personality characteristics that would best suite each one. We also brought an icon into the middle of the pie chart to reinforce this. The pie chart is also a representation of the risk characteristics of each investor. The more diversified the portfolio (the more slices of pie), the less risk a portfolio holds.

Concerned achievers

Generally speaking, concerned achievers are driven to make money. They are often high income earners, materialistic and extremely sensitive to being respected.

Savvy surburbian

Savvy suburbians tend to be well educated with a high likelihood of a post-matric education. They are the most knowledgeable segment with regard to their financial affairs and are generally not afraid to talk about their finances.

Determined educated

The determined educated segment tends to exhibit a good level of financial understanding, yet is likely to be risk averse. They are often moderately anxious about their financial situation (both current as well as future) and regard the achievement of wealth their primary concern.

Content conservatives

This is the most risk adverse segment. By nature, content conservatives are introverts and tend to have a poor understanding of their financial situation. As a result, they often do not have confidence in their own financial decisions. They have a very little consideration for financial planning.

Established traditionalists

Established traditionalists are primarily motivated by their desire for financial security. They tend to value being part of a community very highly and are likely to demonstrate a noted sense of social responsibility. This segment generally lacks financial knowledge and is likely to have experienced financial difficulties at some point in their lives.

Young materialists

Young materialists are often young, financially independent and single. They also tend to be well educated and find it easy to acquire information from various channels. As the most materialistic segment they are highly brand sensitive and often purchase on impulse.