GINSBURG & SELBY The journey is yours. The perspective is ours: brand strategy, creative directio...GINSBURG & SELBY The journey is yours. The perspective is ours: brand strategy, creative directio...
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Nimi Pretorius
pro
• Aug 12
GINSBURG & SELBY
The journey is yours. The perspective is ours: brand strategy, creative direction and copywriting for an independent wealth firm
Brand strategy, creative direction, visual identity, website and copywriting for an independent private wealth business.
THE STORY
Money is personal. And the more of life you've lived, the more complicated the decisions around it can become.
Ginsburg & Selby had been advising people on those decisions for nearly thirty years. I wanted the brand to feel like that. Experienced, calm and thoughtful, without falling into the usual world of wealth management clichés.
I kept coming back to the idea of a journey.
By the time someone sits down with a wealth adviser, they've already travelled quite a long way. They've built businesses, raised families, made good decisions and probably a few bad ones. They're not looking for someone to take over the journey. They're looking for perspective on what comes next.
That led to the central thought: “The journey is yours. The perspective is ours.”
From there I built the visual and verbal world around roads, paths and changing perspectives. The ampersand became an important part of the identity too. It gave me a simple way to talk about the relationship at the heart of the business: client and adviser, experience and perspective, what has been and what comes next.
I also wanted the writing to feel unusually unhurried for financial services. Held, not hurried. Knowing what not to change is as hard as knowing what to. You only take this journey once. We have taken it many times.
The idea eventually found its way into everything from the website and identity to business cards, outdoor, digital screens, social and print.
WHAT IT TAUGHT ME
That sometimes the best way to make a financial brand feel more credible is to make it feel more human.
And that experience doesn't need to announce itself loudly. Sometimes it can simply say: I've seen this road before.
CopywritingCreative DirectionUX CopywritingAdobe IllustratorAdobe InDesignAdobe Photoshop
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