I give diction direction.
    We flipped the hierarchy of what we'd traditionally done, to lead with aspiration and/or emotion, then follow with the logistics (the product, price, etc.). This allowed us to feel more authentic and trustworthy—and less like a sales company.

Brand Exploratory Work

When ShareBuilder became part of Capital One, the parent company was beginning to explore an evolution of their brand. We at the freshly minted Capital One Investing—an Art Director, our Creative Director, and I—did the same for our brand. We emphasized humanity and advocacy, highlighted the emotional why of investing over the transactional how... and influenced the eventual look, feel, and voice of Capital One itself.

    We flipped the hierarchy of what we'd traditionally done, to lead with aspiration and/or emotion, then follow with the logistics (the product, price, etc.). This allowed us to feel more authentic and trustworthy—and less like a sales company.

 

We flipped the hierarchy of what we'd traditionally done, to lead with aspiration and/or emotion, then follow with the logistics (the product, price, etc.). This allowed us to feel more authentic and trustworthy—and less like a sales company.

    In this introductory banner, we highlighted a sentimental aspect of parenting, then plugged the logistics and offer after a click.

 

In this introductory banner, we highlighted a sentimental aspect of parenting, then plugged the logistics and offer after a click.

    We made each message all about the customer/prospect, even where a price point and offer was necessary.

 

We made each message all about the customer/prospect, even where a price point and offer was necessary.