Tradition Meets Modernity

Sanlam describe themselves as ‘Wealthsmiths’, a distinctive positioning designed to express the way they ‘craft’ their wealth solutions using what they describe as old-fashioned values. At the same time, they use cutting-edge modern technology. The big idea here was to reflect this duality visually using traditional scraperboard illustrations overlaid with a modern vector style. Initially a design idea used throughout their collateral and website, it later evolved into a pleasingly distinctive advertising idea.