Print // Booklets // GEN Holdings // Building Transferable Wealth Booklet 2014

Design Brief

GEN Holdings approached us as they seek to embark on a new initiative that will include the issuing of a knowledge booklet that will help serve as a reference, as well as to educate potential financial planning clients, on the various aspects of how to 鈥Build Transferable Wealth鈥 in simple layman terms.

Tasked primarily to design a simplified cover to help tell the introduction of the wealth management story, and secondary to validate and format the document鈥檚 content when the full article was written, we jumped straight into our information gathering process to better understand what our client had partially envisioned.

With a short brief at hand, we eventually finalized to create a design of a fully-grown tree, to represent the earmarks of the final pot-of-gold, in the mature years of an individual鈥檚 life, complemented by simple curved strokes that represent the roots that grow from various sources, pathways, and directions, which finally leads to an array of dots, which depicts the idea of seedings that individuals are required to plant early, to enjoy the fruits of their labor later in life.

This reverse-story was re-engineered to help provide a thought-provoking storyline that essentially tells the reality of how wealth management is all about.

Design Concept

Client & Medium

GEN Holdings Pte Ltd, Singapore

A6-Sized Booklets. 1-Color Print. Total 18 pages. Total 1,000 copies were printed in its 1st run.


  • Concept Design
  • Digitization of Brand Idea
  • Layout Formatting
  • Copywriting


  • Formal
  • Professional
  • Informative
  • Simple
  • Basic
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Design is a solution to a problem. Art is a question to a problem.John Maeda, Nick Yeh, Lead Product Designer of Mobile Apps at Citrix Systems
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