Wealth managers have tended to focus exclusively on high net-wealth individuals. Charles Stanley however, wondered if they could reach out to a broader audience.

We did a number of focus groups among less well-off consumers and discovered that there was a genuine appetite for help, but people were nervous about asking for it.

Hence we created a press campaign to reassure them that they, too, were eligible for advice. The campaign used the geometric graphics in Charles Stanley’s corporate look to create new illustration style, based on the puzzle game Tangram. And it created some rather astonishing results: we were told at the time that one execution, in one national newspaper, brought in £2.2 million in new business.