Areca Capital The Edge 4PP Ads

Wrote the content and oversaw the design process for the private wealth management company, Areca Capital’s 4PP ad spot in The Edge for both 2023 and 2024.

Brief: To inform and educate the public about generational wealth in an eye-catching way.

Challenge: While trying to avoid looking like another wealth ad, we had to ensure that it was not too fearful or overpromising in its copy and visuals.

I began with drafting out the content in a wireframe format on Figma to get a better vision of how the text and visual can harmoniously fit in a custom ad size. In this case, it’s a 4PP sleeve on The Edge’s Wealth section. The copy direction was to tap slightly into people’s fear of losing wealth slowly throughout the years.