Business Partners: Entrepreneur's Credo

Utopia was approached by Business Partners Limited to rebrand and reposition the over 30-year-old organisation. Business Partners Limited is a specialist risk finance company for formal small and medium enterprises (SMEs) in South Africa and selected African countries. Taken from Thomas Paine’s Common Sense (1776), the 'Entrepreneur’s Credo' forms an integral part of the Business Partners DNA. It was thus the natural step to use it to launch their new identity and position Business Partners Limited as home of the entrepreneur.

The TVC features six of South Africa’s top entrepreneurs, each reciting a part of the Credo. This serves to celebrate, as well as motivate, the entrepreneur.