Everyone deserves to have the tools to better manage their money, regardless how much of it or, not so much of it they have.

Money Management can be daunting so a team of brand, marketing and product leaders came together to reimagine what it meant for a bank to look out for its customers.

The Hub was a massive undertaking building a new online banking platform to help all consumers feel more confident about their money. I lead the sales collateral and enablement pieces, internal training videos, “how-to” sizzle videos for customers, and .com page creative layouts.

This was an omni-channel campaign where the change began with our bankers. The work I led was fundamental for our teams and customers to get to know the product and quickly drove adoption.

Certain transaction triggers different money heads up tips.

I wanted the voice to feel human, kind and encouraging, drafting hundreds of possible scenario copy to achieve an authentic and friendly voice that helped people better manage their money.