Pointmade

Pointmade faced a unique challenge. Despite laying the groundwork for its brand, their target audience remained largely unaware of their existence. We crafted tangible sales tools to connect their unique offerings with the discerning audience.

Pointmade guides some of Australia’s wealthiest families through the complexities of succession planning. Founded by David Smorgon, the firm draws strength from its founder’s challenging experiences, particularly the sale of his family business in 1995. David’s journey is the bedrock of his passion for delivering high-quality, independent support to other families.

A series of circular profile pictures of diverse people, arranged vertically, with colored circles overlapping each photo, including men and women of different ages smiling or looking serious.
Sample page from the Pointmade brochure showing a family sitting on their couch
Sample page from the Pointmade brochure showing an older gentleman hugging his granddaughter
Abstract digital illustration with dark blue textured background and scattered colorful semi-circular and circular shapes in shades of teal, blue, yellow, and mint green.
Sample page from the Pointmade brochhure showing Our services

Pointmade Brand Identity

In their initial outreach, Pointmade’s new business leads relied solely on word of mouth, often generated through David’s speaking engagements. However, as the business rapidly expanded, they needed streamlined tools to convey David’s passion and the team’s expertise to a broader audience. While granted broad creative scope, two aspects of the brief were non-negotiable: our collateral had to resonate with a niche group of high-net wealth clients and embody the firm’s bespoke approach.

Through a series of interviews, we worked closely with Pointmade to articulate their offer, services, processes, and team, capturing it eloquently in copy. Building upon their logo and primary colour, we crafted a comprehensive visual identity with an elegant yet modern feel. This encompassed an expanded colour palette featuring complementary blues and greens, contrasting mustard, an ownable swirling painted brush texture, and custom photography. Our identity system seamlessly traversed their touchpoints, from brochures and websites to event booths and digital questionnaires. All these elements were pivotal in expanding Pointmade’s reach and reinforcing its bespoke approach to advising high-net-worth clients.

 

Brand Development

Copywriting

Photography

Publication

Website

Print Production

Event

Photo of an older male in a suit jacket in an office building

“Studio Hoopla listened to our brief, and well and truly delivered. Not only has the website and brochure helped convert leads, but it’s elevated our standpoint in the market.”

David Smorgon OAM, Founder of Pointmade

A series of circles showing the Pointmade colour palette
Text on a teal background stating, "Pointmade is Australia's pre-eminent dedicated family advisory firm."
Hands holding a tablet displaying a website for a family advisory firm called Pointmade, featuring a headline 'The Business of Family' and a group of people smiling and talking in a meeting.
Two men sharing a moment of joy, one with his arm around the other, in an indoor setting with soft natural lighting.
A sample page from the Pointmade website
Close up of a business card for Pointmade
A quote about successful families on a light blue background. The quote reads, 'Successful families know who they are, what they stand for and where they are headed. Sadly, not many families have the answers to these questions. Pointmade help them on this journey.' Below, there is attribution to David Smorgon, OAM, founder of Pointmade.
An image showing Pointmade event collateral
A render of an event space for Pointmade

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