Sanlam in South Africa has a big, established presence where they are positioned as ‘Wealthsmiths’. Our brief was to apply this to the smaller, lesser-known UK business.
Through internal workshops and in-depth interviews, we set out to get under the skin of the culture of the business and the craft skills that define it.
We developed a new brand identity and communications idea centered around Sanlam’s artisan pride and their crafted approach to fund and wealth management.
A new tone of voice and personality that helped to inspire the business and make the Wealthsmiths positioning more meaningful.