CRAFTING
A BRAND (R)EVOLUTION
Can you build a mission-led, values-based company
that attracts the right talent and inspires customers
without a clearly defined mission or shared values?
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BETTR.APP
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Q4 2021
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– Campaign Lead
– Writer / Editor / Voiceover Artist
– Production / Talent Manager
Need
The challenge at hand was to craft a manifesto that would articulate Bettr’s evolution between 2020 and 2021 in business, product, and brand focus. It was to lay out a set of shared values to serve as the company’s internal compass – a grounding set of principles, from which all decisions – from hiring to product development – could be made by anyone in the company.
Bettr’s manifesto would be the answer to the questions: Who are you? What do you stand for? Why do you exist? Why do you work here?
CONTEXT
When the Bettr brand was launched in 2020 to its Gen Z target audience with the original song and music video, #WeDeserveBettr, it aimed to call attention to the fact South African youth are in serious financial crisis. They are systemically underserved and face an increasingly tougher time achieving financial stability – let alone prosperity.
The opportunity ahead of Bettr, as it approached a pivotal milestone in its fintech journey of full regulatory approval and imminent company growth, was to bridge that defiance with what it stands for, in order to chart a way forward that could inspire action and promote inclusion in a tangible vision.
STRATEGY
Cut through demographics to articulate Who Bettr is for at its core.
Why? For anyone reading the manifesto today, tomorrow, or ten years from now, they should be able to see themselves in it. Whether employee, customer, or investor, it should be able to tug at an innate part of them. It should offer both a sense of relatability and belonging.
PROCESS: Write write write
From one side: “Tell me why”
team interviews / contemporary brand manifestos / brand, political and religious manifestos / national anthems / powerful speeches / anti-establishment songs / iconic films / poetry
From another side: “Show me why”
relatable tweets / creators’ daily struggles / social sentiment around creativity and self-employment / stereotypes of the young and creative / humanity’s shared vulnerabilities / sheer survival instinct
THE WORK
#Keep
creating
No matter what.
Creative Direction and concept by Rasheed Ferguson
Talent, voice and styling by Leago Scars and Nadine Cerff
Shoot Production by Human Studio
Videography by Juzzyworldwide
Photography by Rasheed Ferguson
Editing and Sound Design by Juan Visser
Writing by Dinika Govender and Terri de Sousa