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.
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
“Julie, Lizzie and Tony 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
