WEALTH & INVESTING CAMPAIGN CONCEPTS
An in-house team beat a globally acclaimed agency to win a major investing brand’s pitch.
As Conceptual Design Manager at a major insurer, I hired a senior copywriter and we worked as an art director and writer duo, the way agencies do. I handled all the design. The wealth business wanted to speak to people with some savings who invest on their own, and make investing feel like a normal part of life. Together we came up with two full campaign ideas, and they won the pitch.
PROBLEM
Investing felt intimidating and “for experts”, so people who could invest on their own held back.
SOLUTION
Two warm, human campaign ideas, Strings to your bow and Investingly, brought to life quickly with my own illustration and AI image tools.
BEHIND THE WORK
Challenges & Wins
We were up against an established agency, and we had to pitch to lots of senior people across the business. Working as a writer and art director duo is normal in agencies, but it was new for our in-house team, so I took time to bring everyone along. We also had to make a complicated subject feel simple and friendly.
I designed everything, mixing my own illustration with AI image tools like Midjourney to make polished mockups fast. People could see and believe the idea straight away, without the cost of test photoshoots or weeks of crafting. We won the pitch, showed what an in-house team can do, and set a new standard for how the team uses AI in its work.
