Increasing regulation and no more commission has made financial advice much more expensive to give and to afford. Many banks and independent financial advisers have decided that the cost of providing expert and compliant advice to anyone but the wealthiest clients is not worth the risk. Yet google financial advice and you get 19 million results. Someone out there is happy to advise. But whom do you trust? New online financial adviser, Simplified Money [link], asked us to develop a new brand and advertising campaign. The caveat? Our campaign had to be as affordable as their service.
We developed a distinctive brand platform for Simplified Money, including a logo, positioning line, website illustrations, advertising and a video, which was written, animated and scored entirely in-house. To give the company an ownable and memorable brand, we centred it around a brand icon, a very cool customer called Simplified Simon. He’s a stickman character who likes a simplified life in a complicated world. He (and his dog, Simplified Fido) embody the benefits of the service – simplicity, affordability and personality (they offer human rather than robo-advice). Just like Simplified Money, we think that complicated problems can be solved with simple ideas. Simplified Simon is a great example of this. A star is definitely born.