Project Case Study: WYW 2016

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Client Overview

“Our interactive workshops are designed to get you participating, thinking, strategising and applying the skills you learn to help you reach your financial goals” says Conray Labuschagne. Conray is one of the most sought-after motivational speakers. Inspired to pass his acquired knowledge on to his fellow man, Conray founded Work Your Wealth, a company that specialises in altruistically providing workshops and seminars for individuals wishing to transform their life from one of mediocrity into a Life of Choice.

Conray has received individual training in personal development and wealth creation from a number of world renowned life coaches which include: Blair Singer, creator of SalesDogs Methodologies, Mark Hansen and Jack Canfield, famous for Chicken Soup for the Soul, investor and businessman Robert Kiyosaki, who wrote Rich Dad Poor Dad and Brian Tracy, Canadian self-help author and motivational speaker, who to this day remain his mentors.

Positioning of the Brand & Brand Personality

The Work Your Wealth brand was positioned as an aspirational yet practical pathway to financial freedom. Rather than presenting wealth creation as a distant or unattainable dream, the brand needed to communicate that success is achievable through the right mindset, systems, and guidance.

The positioning focused on empowerment through education — guiding individuals from a place of limitation to a “Life of Choice.” It was important that the brand spoke to ambitious, growth-driven individuals who are ready to step beyond traditional income models and take control of their financial future.

From a personality perspective, the brand embodies motivation, authority, and inspiration. It carries the confidence of a seasoned mentor while remaining approachable and encouraging. The tone is uplifting and forward-thinking, reinforcing the idea of progress, expansion, and reaching beyond perceived limits.

Visually and emotionally, the brand leans into themes of elevation, possibility, and transformation — aligning with the core message of “reaching for the stars” and refusing to settle for mediocrity.

Conceptualisation & Logo Design

The colours the client suggested using were green, gold and black. My team and I began exploring concepts centred around the idea of “reaching for the stars,” using this as a metaphor for ambition, growth, and limitless potential.

Green was used to represent growth, wealth, and new opportunities, while gold symbolised success, achievement, and high value. Black grounded the palette, adding a sense of sophistication, authority, and premium positioning. Together, these colours created a strong visual balance between aspiration and credibility.

From a conceptual standpoint, we explored visual elements that conveyed elevation, expansion, and forward momentum. This included subtle references to stars, upward movement, and pathways to success — all reinforcing the journey from mediocrity to a life of choice.

The direction focused on creating a brand that felt both inspirational and structured: not just dreaming about success, but providing a clear, guided path to achieving it.

Brand Identity

The final logo brings the concept of “reaching for the stars” to life through a symbolic and aspirational mark. The abstract human figure, formed through flowing, upward shapes, represents growth, transformation, and the individual journey toward success. The raised arm reaching toward the star reinforces the idea of striving for higher goals and achieving a life beyond mediocrity.

The circular element surrounding the figure subtly suggests wholeness, global reach, and continuous growth, aligning with the brand’s vision of “Global Wealth Building Seminars.” The star itself acts as a focal point — a visual representation of success, ambition, and the ultimate goal.

The bold, structured typography of “WEALTH” anchors the logo, conveying stability and strength, while the lighter “WORK YOUR” creates a clear hierarchy and reinforces the idea that wealth is something built through action. Overall, the logo balances inspiration with structure, perfectly reflecting the brand’s mission to guide individuals toward financial empowerment.

Brand Implementation

Once the branding guidelines were finalised, the full suite of marketing collateral was rolled out to ensure consistency across all touchpoints. This included event materials, digital assets, and campaign visuals aligned with the new brand identity.

A large-scale launch event was then prepared for the coaches and their clients, introducing the new strategy and brand direction. The concept centred around a travelling event model — moving from town to town, much like a modern-day “circus,” to host high-impact preview events designed to attract and engage new audiences.

This journey was structured into a clear event funnel: starting with the introductory preview event, followed by an immersive 3-day seminar, and culminating in an intensive 5-day experience. Throughout these stages, the key speaker played a pivotal role, supporting coaches and reinforcing the training at each level.

To drive attendance, a combination of digital marketing strategies was implemented. Social media campaigns were used to build awareness and engagement, supported by a ticketing platform to streamline event bookings. Paid advertising campaigns on Google Ads and Facebook further amplified reach and ensured targeted audience acquisition.

Dedicated social media pages were created not only for the Work Your Wealth brand, but also for individual funnels such as Passive Income Mastery, Bitcoin Mastery, and Richer Life: Act and Grow Rich. Supporting websites and funnel pages were developed for each offering, creating a cohesive digital ecosystem designed to drive traffic, generate leads, and support events across South Africa and Asia.