SAV - Graphic Design, Social Media

SAV is a digital community aimed at engaging and helping the new adults of Singapore navigate money, career and wellbeing. I co-founded the platform and am involved with all brand building, content creation and visual design aspects of SAV. We started SAV as a podcast and have since moved over to Instagram, where we built a community of over 26,000 organically.

🔗 Instagram: www.instagram.com/sav.finance

🔗 Website: www.sav.finance

The adults of Singapore have questions - and nobody to answer them. They have questions about what insurance to buy, but don't want to speak to insurance agents. They have questions about investing, but don't know which information to filter. They have questions about their careers, but can't find anyone who relates. They want to talk about their wellbeing, but therapists are out of reach. SAV's objective is to be the digital community that encourages conversation about all of those topics, and engages experts to provide advice.

SAV is a unique platform that combines adulting topics, but the difficulty was to speak to the younger audience, so there was a need to define our target audience to develop an effective messaging framework. Instead of targeting all millennials, our primary focus is on females who are fresh graduates or first jobbers. We found that women were more likely to search and engage with finance and career related content, as well as ask for advice; whereas men were more likely to DIY.

(We are currently connecting with our intended audience, with 69.2% of our followers being female and 89% between the age of 18 and 34)

The second step of the strategy was to build a brand and content strategy that would speak to our target audience. Our approach to that was to be that relatable friend whom you feel you can talk to about anything. We provide useful bite-sized information and knowledge that are beautifully designed, current and highly shareable. We also provide personalised advice through Instagram's DM and Stories functions, where users can stay anonymous.

(Our content is widely shared and have high engagement rates: Averaging across our high, middle and low performance posts, we have an average engagement rate of about 9.2%)

From June 2020 to January 2021, we've had more than 1,600 conversations with our followers, and we are regarded as a key opinion leader in the space and have been approached by major brands like CPF Board, Singlife, Great Eastern, OCBC, Moneysmart for engagements.

Brand Identity Design

Creative Direction

Graphic Design

Content Strategy

Illustration