Making Your Monie Work
CLIENT: monieworx
DELIVERABLES: Brand Strategy, Film, Photography, Social
Challenge
Everyday Nigerians are eager to grow their money, but the investing often feels like a gated estate; closed, complex, intimidating, and controlled by big players.
monieworx set out to change that by opening the doors and letting ordinary people participate in funding the consumer economy through crowdfunding.
They needed a brand story that felt human, trustworthy, and accessible enough to win over low–income earners who’ve been burned far too many times.
Method
We create a brand voice rooted in clarity and empathy. A voice that delivered real stories and perspectives in simple language, zero jargon.
Our campaign narrative leveraged the common saying “Wetin Musa no go see for gate” to establish that economic hardships were common to all Nigerians.
Metaphors
We anchored the story on a powerful truth: people investing in people.
Instead of abstract charts and intimidating finance-speak, we framed monieworx as a community-powered engine (that it is) where small contributions fuel big opportunities.
The metaphor was simple: your money doesn’t just sit, it works alongside others, supporting real businesses and real people, and returning value back to you.
Impact
monieworx cut through the noise, building a growing waitlist and an engaged early community.
The brand found its voice, earned trust among everyday Nigerians, and launched with a clear, empowering message: you don’t need wealth to start building it.
Most importantly, momentum translated into action: monieworx raised ₦100 million in 10 days to support 10 SMEs shortly after the campaign launched.
See Next
