Raw Money founder Margie Stewart and I have collaborated on setting up this unusual new business over the last year or so now. Margie came to me with an idea for a brand new business, and has given me the opportunity to work with her on setting up the brand from the ground up. We started with a series of workshops to develop a brand and communications strategy in a collaborative manner, and took these outcomes into creating a set of core images to symbolise the concepts behind Raw Money and the Raw Money logo. We then moved on to using the core brand design on stationery, the Raw Money blog site, and materials used in client sessions, as well as developing a brand style guide and content style guide.
Taking its cues from Renaissance paintings, the image concept speaks to new life being created out of the ruins of the old. All images have butterflies – symbol of transformation – in them, as well as flowers, symbol of youth and the force of life, while many also have hints of mortality. The Sydney houses these images are superimposed on are a representation of wealth that lies dormant.