Introduction:

The US inflation scenario paints a picture reminiscent of the 1970s and early 1980s, with monthly inflation data in June 2022 peaking at a staggering 9.1% on an annualised basis. While this number has marginally improved since then, the latest McKinsey Global Survey reveals that inflation is still perceived as a significant deterrent to domestic economic growth in most regions. This is clearly reflected in the American outlook, as only 24% of citizens reported 2022 as a better financial year for them than its predecessor, marking a 9% drop from 2021.

The soaring cost of basic necessities, escalating fuel prices, and growing interest rates, alongside job layoffs and whispers of a potential recession, contribute to a bleak economic perception among the American populace. There is no clear consensus on the extent and duration of inflation among experts. However, they unanimously stress the importance of forward planning.

Having a robust emergency fund to cushion any unforeseen circumstances is key to maintaining long-term savings and investments. Brenna Hardman, a seasoned financial adviser, leverages her comprehensive investment know-how to enable individuals to stay focused on their financial goals and reap the benefits of a diversified investment portfolio in the long run.

Brand Strategy:

Brenna's brand caters primarily to individuals navigating the unpredictable landscape of personal finance amidst the ongoing economic uncertainty. This audience grasps the importance of financial planning but may be daunted by the intricacies of financial markets and the effects of the prevailing inflation. They seek a reliable mentor who can demystify these complexities and empower them to make informed savings and investment decisions.

Sources like The Economist, Morning Brew, Reuters, and Investopedia offer a plethora of financial news and insights, but often fall short when it comes to personalised advice for all levels of financial literacy. Brenna fills this void by delivering customised, actionable advice centred around each individual's financial status and objectives, thus simplifying complicated financial news and strategies. Brenna Hardman distinguishes herself in the market by combining financial expertise with a personalised, approachable style.

Brenna's unique brand strategy comprises elements from unrelated spheres such as whale spotting, Chinese culture, and finance. The idiosyncratic nature of this combination offers a unique perspective, creating interest and sparking curiosity. Brenna's sophisticated yet witty brand personality, communicated through her distinctive tone of voice, differentiates her from standard financial news outlets, appealing to a diverse audience. Embodying this voice enables Brenna to establish herself as a trusted adviser and a leading authority in personal finance, successfully guiding her clients through the complex world of personal finance.

Visual Identity:

When trusting another individual with their hard-earned money, people prioritize hard work, professionalism, and risk assessment maturity. Brenna's love for fashion plays a key role in her visual identity. We drew inspiration from the fashion industry's ability to seamlessly blend unrelated concepts. We integrated the term "whale-spotting" in Chinese beneath Brenna Hardman's name, adding a unique element to her brand identity. It also piques curiosity and triggers a dialogue about Brenna's values, without detracting from her primary objectives.

The chosen typography is robust, upright, and heavy, conveying a sense of quality service and reliability. The uppercase style emanates strength and boldness, while the hard angles introduce a touch of edginess. The regularity of the uppercase font with its straight top and bottom lines augments the concept's reliability. Simultaneously, the integration of her passions enables her brand to mimic a high-end fashion label, a detail discussed during the project briefing.

The visual identity project extended to directing the creative aspects of her social media content. It involved developing a set of photo presets that allow Brenna to standardise her pictures and videos without external help and devising a content creation calendar. Balancing Brenna's adventurous lifestyle with the chosen muted colour palette was a challenging aspect of creating refined logotypes. By heavily relying on greyscale and desaturated treatments, we harmonised her red accent colour with her green and blue ocean pictures. As a result, Brenna can now maintain a consistent social media feed with minimal effort. Click here to view how this project unfolded.