Creative strategy for the UK's largest wealth management firm
St. James’s Place is the UK’s largest local Wealth Manager and a FTSE 100 company offering financial services to individuals and their families.
Retirement Risk Series
Getting good financial advice is key, especially as the steps you might take will depend on your personal circumstances, your attitude to risk and your retirement goals. St. James’s Place asked us to help create a series of multi-channel animated content looking at retirement risk in order to better explain complex messages in an informative and memorable way.
Investment Management Approach Animation
For this communication we wanted to create a unique visual piece of storytelling with character around the value they add to clients’ lives across the following areas:
• Financial advice offered • Investments & funds they provide access to • How they help clients meet their financial objectives.
We set out to simplify messaging & describe their approach to investment management. SJP offer multiple funds run by investment experts from all over the world. We were tasked to explain how and why St. James’s Place works with their partners to provide this expertise. We also had to demonstrate how St. James’s Place select, monitor and change fund managers as required; while sharing the work of their investment committee and the role of their consultants to inform decisions.
We decided to develop a hybrid style of animation by filming our client (subject matter expert) first, and by using a rotoscoping technique (frame by frame tracing of the film footage) we gave the character movement a natural film quality.
This created a relaxed documentary style interview piece with different hard cut camera framing techniques. This provides a human approach to the narrative while presenting the topic in a unique way for St. James’s Place.
We explained more complex financial concepts using an infographic visual language and style we developed for use across St. James’s Place client communications.
As an example of work for social media in this series we created consistent short form content to share simple messages around Tax planning.
An animation to make people aware of some common human behaviours, identifying that behaviour and then questioning why they act that way. This demonstrates some of the reasons a financial adviser is there to help clients stay on track and avoid behaviours that can lead to costly mistakes as a result of biases.