P R O B L E M
A stale brand. The brand was becoming stagnant and unappealing to a younger audience, especially college students at the beginning of their financial path.
S T R A T E G Y
Focused messaging. Refocus the message, voice, tone, and imagery directed at this audience.
S O L U T I O N
Don't be scared. Develop a more relatable tone and image, dissolving the fear of finances towards this age group.
R E S U L T S
Up, Up, and Away. Increase in page views, overall site visits, and significantly higher open rate for college-directed emails.