Wealth Simple 2023

Wealthsimple wanted to create a simple, intuitive finance education centre to help Canadians feel more confident with growing their money. With rising interest rates, sky-high housing costs, and a financial system that feels like it’s built to confuse, their platform was meant to cut through the noise and give people answers to the questions they didn’t even know they had.

They came to Instrument to help bring this vision to life through a new brand website, brand guidance and campaign that could clearly communicate their value to an audience that knows that real wealth is quiet.

Over the course of the project, we navigated a complex product ecosystem, multiple stakeholder groups, and a complex ecosystem of brand partnerships. We also pulled off a tight 3-day shoot on a lean budget — and the client was thrilled with the result. Ironically, the cat featured in the campaign ended up with the most litigious contract of all. All those clawses.