Mercer / The Table
// Naming, Concept & Copy //
Hauling female financial literacy out from under the glass ceiling.
Changing the
conversation about
women and money.
Mercer wanted to break away from the New Zealand KiwiSaver (superannuation) game with a brand and platform that specifically spoke to women.
Working with Daylight, I helped conceptualise and copywrite an editorial platform & accompanying campaign to support women in any life and stage towards reaching financial freedom.
Inspired by the very place where major financial deals are discussed, debated and signed, The Table has become a place for women to pull up a seat and build their knowledge about money via articles, podcast episodes, infographics and explainer films.
We drew from the insight that women are encouraged to pass down softer ‘homemaking’ skills as opposed to practical tips on how to not only get by, but get ahead. So we built a world out of nostalgia and threw it into the present with bold type and tone.
We used brackets as both a core graphic and language device, enabling us to ‘whisper’ tone, truths and inside hacks to understanding the finance world better.
Cute animation flourishes helped us bring to life the brand colourways and give the brand a contemporary feeling.
