INSTITUT QUÉBÉCOIS DE PLANIFICATION FINANCIÈRE

The financial advisor

The client

Institut Québécois de la Planification Financière is a non-profit organization founded to protect the personal finances of the public.

The ask

Create two distinctly different characters for the Financial Planning Week campaign—Gloria who takes calculated risks, and Edmund who is more strait-laced and plans ahead. The goal? Reach a wider audience and demystify the world of financial planning.

The answer

First, we made sure the dominant colour was blue in every animation to reflect IQPF’s colours. Next, we created “Gloria” a character with funky glasses, who loves flowers, wears a Covid-19 mask and enjoys cups of tea, books, and lipstick. Then, we created “Edmund” who likes sparkling water and sports, and who carries a briefcase and wears a bow tie. These characters represent the wide range of personalities at IQPF and let new clients know they can work with someone who is as nuanced and unique as they are.

Person sitting on a stool, looking into a mirror and brushing their hair, with a vase of flowers on the windowsill in a light blue room
Person applying makeup in front of a mirror with a potted plant nearby.
Collage of twelve illustrations including a hand holding a plant, a light bulb, an arrow pointing right, a laptop, a person sitting on a bench, a cup and book, a woman with glasses, pink sunglasses, a face with makeup, a face mask, a makeup brush, an
Illustration of a woman with dark hair and glasses working on a laptop at a desk, with a window showing city buildings and a potted plant nearby.
Illustration of a woman with long dark hair, wearing glasses and a pink blouse with floral pattern, working on a laptop at a reception desk in an office, with city buildings outside window and a potted plant nearby.
Contest announcement in French with prize amounts in dollars, stating 'CONCOURS', '3 CÉLÉ À GAGNER', and prize details.
Logo image for planifiez.org IQPF with logos of Banque Nationale, Desjardins, Gestion de Patrimoine, and another organization at the bottom.
Pancarte
Woman hairstyle Mongo
Girly mask
makeup brush
Glasses
Book
Flowers
Tea cup
Digital illustration of a woman with short dark hair, glasses, and earrings, dressed in a pink floral top and dark pants, standing with one hand on her hip and the other waving. She has a pink handbag with floral patterns hanging from her arm. Behind
An animated illustration of a smiling character with dark skin, blue hair, and pink cheeks, standing next to another character with similar skin tone, blue hair, dressed in white shirt, suspenders, and light blue pants, holding a dark blue folder, ag
A person wearing a blue helmet and knee pads sitting on the shoulders of another person in a closet with pink walls and hanging clothes.
A person sitting cross-legged in a closet full of hanging clothes, holding a mirror up in front of their face.
Collage of skincare, health, and office items including a smartwatch, keyboard, backpack, fan, face mask, facial mask, hand with lotion, glass of water, desktop computer, and clock.
A cartoon person sitting on a pink closet with open doors, surrounded by hanging clothes.
A person with a beard and glasses working at a desk with a computer, desk lamp, and pens, in an office with a pink wall, clock, plants, and a window showing a silhouette of a person.
A person's hand holding a compact mirror in front of a computer monitor on a desk, with an illustrated character on the screen and pink background.
Announcement for a contest with a grand prize of 6000 dollars and two additional prizes of 1000 dollars each.
Logo of IQPF with affiliated organizations including Planifiez.org, Banque Nationale, Desjardins, Gestion de Patrimoine, and another sponsor.
men's bag
pens
Keyboard
hockey player
fan
Clock
Three

 

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