How do you still sell to customers without the hard sell?

It is really tough being a bank right now and trying to up-sell to clients who are actually over-sold to. Our brief was simple, create a thought-leadership publication that didn’t actually sell Absa but that could build a connection with clients and over time generate long-term partnerships and trust. Our team created ‘Gradient’, a modernist approach to the publication that uses a dynamic grid and modernist purism in design.