In September 2024, we had agreed that we would be doing a management buy-out of our business, and as a result we now needed to re-brand ourselves. Jeremy and Sabra Squier had created and evolved the experience of our previous brand, and our team had lived out the promise to our clients. We were brainstorming possible ideas when Mother Nature came to the rescue. Directly outside our Kleinmond office, a striking Protea Pincushion was in full flower, and our brand concept was born.
Figure 1: Kleinmond Office Pincushion that inspired our brand concept
We believe that a logo and a brand is more than just an emblem. We engaged the services of Heather Simpkins at Lemon Ad Hoc Marketing and gave her the brief to create our brand and logo using the Pincushion. What followed was a collaborative and somewhat democratic process in which every one of our team members was ultimately asked to vote on their preferred logo. Interestingly, the chosen logo was not the first preference of our Exco members, but we recognised that those team members who had been less involved in the brand-building process had less recency and involvement bias and were more likely to reflect the opinions and perceptions of our clients. Our Pincushion is more than a striking protea, in our logo it’s a reflection of who we are, what we value, and how we serve our clients.
The Pincushion has many qualities, each of which carries a message about our approach to wealth management and client care. These are:
• Resilience
Just as the Pincushion thrives in both normal and harsh environments, our team is committed to helping clients navigate all market conditions and their financial life journeys. We stand strong through challenges, guiding our clients through the many twists and turns and complexities of the financial world.
• Diversity
Just as the Pincushion has several varieties and symbolises adaptability and strength in diverse conditions, so too our services cater to a wide range of financial needs. Every client’s journey is unique, and every plan deserves a tailored approach.
• Dependability and Innovation
The Pincushion’s bold and captivating structure represents both sticking to dependable processes but also creativity in seeking out constant incremental improvement. At Wealth and Asset Advisors, organic innovation drives the way we craft solutions that anticipate change and keep you ahead in an ever-evolving financial landscape.
• Heritage
Proudly South African, the Pincushion reminds us of our roots, our values, and our dedication to being a reliable and trusted partner to our clients. We carry this sense of tradition into every relationship we build.
• Growth and Abundance
With its vibrant, flourishing blooms, the Pincushion perfectly mirrors our mission – to help clients achieve growth, abundance, and long-term success.
In essence, our logo and brand is more than a design; it’s a daily reminder of our promise to you: resilience, diversity, dependability, innovation, heritage, and growth. These values shape every decision we make, every plan we create, and every partnership we nurture.
At Wealth and Asset Advisors, we don’t just manage wealth – we grow it, protect it, and help it flourish, just like the Pincushion flower.
