The new creative positioning, For your smart part, is part of the company’s first major campaign.
Driven by its purpose of financial wellbeing, ASX-listed neo-lender, Wisr, wants to engage your “smart part”, making it easier for you to make good decisions regarding your finances.
The new creative positioning, For your smart part, is part of the company’s first major campaign, in collaboration with creative agency Bear Meets Eagle On Fire (BMEOF).
The comprehensive project runs across all brand design, product and communication and is built to deliver a clear, simple message around the company’s purpose, according to Wisr chief marketing officer, James Goodwin.
“While people like the idea of financial wellness, depending on their very different circumstances it can be a difficult thing for people to get their heads around," Goodwin says.
"To make it easier, we focus on supporting our customers' smart decision making and rewarding that good behaviour, which in turn helps Wisr achieve its purpose of helping improve Australians’ financial well-being.
“We’re massively proud of how we’ve built Wisr, but we also knew it was time to realign everything we were doing around a bigger idea, to take that next step. Bear and SPEED, our media partner, have challenged and supported us every step of the way along that journey.”
While the new brand identity retains and builds on some previous aspects of the Wisr brand – the Wisr logo and purpose – almost everything else ‘Wisr’ has been rethought and reinvented around “For your smart part”.
This includes an ambitious and beautifully crafted desktop and mobile experience, co-created by BMEOF and Resn, one of the world’s most respected digital experience design companies.
The integrated campaign includes work from famed illustrator Peter Grundy, Swedish-based 3D animation artist Oscar Pettersson and Revolver director Steve Rogers.
BMEOF managing director Toby Hussey says: “It’s not often you find a project and partnership like this. What started out as strategic discussions and a campaign, eventually led to a complete re-evaluation of everything ‘brand’ for Wisr. It’s been a dream project for us.”
BMEOF founder and chief creative officer Micah Walker says: “I’m so proud of all the thinking and craft that’s gone into this. Big shout out to all the talented folks and partners who’ve helped make it happen.”
Resn creative director Dan Mercer says: “Working with Bear and Wisr to help the brand come to life on the site, was a fun creative challenge. It was a great opportunity to bring a high level of design and polish to the fintech category.”
Parts of the redesign and identity can be seen below, along with the new Wisr site and the first three spots in the TV campaign, which roll out this week.
Creative Studio: Bear Meets Eagle On Fire
Site Design: Resn
Film Production: Revolver
Director: Steve Rogers
Managing Director / Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Ian Iveson
DOP: Stefan Duscio
Prod. Designer: Steven Jones Evans
Editor: Alexandre de Franceschi
Edit House: The Editors
VFX and Post: Fin Design and Effects
Sound House: Rumble Studios
Sound Designer: Tone Alston
Sound Producer: Michael Gie
Sonic Branding: Rumble Studios
Casting: Peta Einberg Casting
2D Illustration: Peter Grundy
3D Illustration: Oscar Pettersson