CLIENT
ALTRUIST
YEAR
2021
ROLE
ART DIRECTION
VISUAL IDENTITY
BRANDING
STRATEGY
It’s time to have The Talk—about money.
Most families lose their wealth within three generations—and that’s just the families who have wealth to begin with. The loss and absence of generational wealth can be heavily attributed to the conversations about money that are never had. Without this important dialogue, children grow up without understanding the value of money, how to grow wealth, and how to maintain it. Altruist’s incoming podcast and video series Conversations We Never Had at Dinner aims to arm parents, partners, and “money-havers” of all kinds with the confidence to talk about money with their families and households.
It can be an uncomfortable subject, to say the least. By holding the conversation at a warm and welcoming dinner table, our host is breaking down the barriers of shame and confusion to engage our guests—and listeners—in a positive and productive conversation.
In order to bring this strategy to life, I designed a visual brand to encapsulate the multicultural nature of the production—the broad range of the color palette most directly evokes this. The typography harkens back to 70s era television to create a sense of nostalgia and comfort. The heart of the brand is in the use of vintage family photos—supplied by our guests—to help articulate their diversity in experience and background.
“Zoe is a literal creative genius. I approached Zoe about a project that I was producing and needed some art direction on. I gave her the pitch and—almost instantly—Zoe was able to articulate a design concept that spoke directly to what we were creating. Within a few days, she showed the team a few mock-ups that blew us away. As a Producer, you always hope to connect with a collaborator who can see your vision and elevate it. Zoe does that effortlessly. Each time that I have worked with her, she has taken a good thing and made it great. She raises the standard of the work. Her creative eye is unmatched. Zoe is every creative's ideal collaborator. She gets it and she honors the integrity of the vision through her designs.” — Britny, producer
