BlueShore Financial supports your passion, aspirations and dreams.

What’s Your Wealthy?

Role

Creative Lead at Y&C Design Agency. Responsible for research, conceptualizing, storyboarding, and directing the team on the creative vision for design, photography, and video.

Duration

6 Months of concept development and production.
2 Years of Continuous Marketing Campaign.

Who is the client?

BlueShore Financial is a boutique financial institution that provides personal and business banking, wealth management, insurance and commercial lending solutions. They positioned themselves as a premium full-service financial institution for Vancouver’s affluent market. In other words, people and families with an annual income around $500k, 55+ years old, living in the Vancouver Lower Mainland and the Sea-to-Sky corridor.

Discovering the brand

As the first step of the design process, we initiate the work with an extensive research. The main goal was to get familiar with the current branding, the people they serve, and its context. The information from the research would allow us to make educated design decisions on the next steps.

We used methodologies such as brand prism, competitive analysis and interviews with staff and clients to gather qualitative data.

*Screenshot of a Miro Board where we conducted our Brand Prim Research.*

Main takeaways from the Discovery phase:

Brand identity and positioning tied to West-coast lifestyle, mental and physical health, wellness, and nature.
Proud to be local. Brand claims to be part of Vancouver Lower Mainland history and people.
Financial Spa. BlueShore’s unique approach to a boutique-style bank branch, whole-person wellness approach.
We are real people. Humanize their specialists and brand - personalized approach.

The Concept

Everyone sees wealthy in a different way. It could be family, health, traveling, your hobbies, passions, your house.

We invited BlueShore to ask their clients “What’s your Wealthy?”

*Final design for full-page magazine advertisement.*

For BlueShore, clients are at the center of everything and they create financial plans to help every individual achieve their wealth goals.

The creative portraits BlueShore clients at the center of the stage, exercising their own definition of wealth - such as dancing, travelling, spending time with family, or buying a home. Surrounding them, the stunning natural background of the west coast, representing wellness, harmony, balance, a sense of belonging, and BlueShore as a brand. The idea is to use the juxtaposition of people’s activity and the natural backdrops to create a surrealistic composition that is visually appealing and attracts curious eyes.

Building the Scenarios

After approving the main concpet idea we built up 4 different scenarios that would target 3 different groups within BlueShore’s target audience. These scenarios were:

Intergenerational Wealth Preservation. Your legacy passed on to future generations. BlueShore helps set their clients’ loved ones on a path to financial wellness. It portraits a grandmother reading a storybook to her grandson - passing knowledge and experience forward.
Financial Freedom to Pursue Your Passion. Having the financial freedom to pursue passions. BlueShore can help turn aspirations into reality. Two creatives were developed for this concept: One portraiting a dancer, geared towards the affluent Persian community in North Vancouver. Second portraiting musicians, geared towards mature audiences.
Ideal Home. Having the financial freedom to make your dream home a reality. Target 35-55 year old, those looking for their dream home or getting ready for their dream retirement. It portraits a couple relaxing in their living room enjoying their new home.

We were also tasked to produce a video ad for TV to introduce the “What’s Your Wealthy?” concept to the current and new audiences. Below is a couple of pages of the storyboard during early stages of prduction.

The Execution

To turn concepts and sketches into reality we teamed up with photographers, producers, videographers, and built a team of 12 people and 8 talent. During 2 days, we produced photos and videos for all 4 scenarios in 10 hour sessions at 2 different locations.