PNC Bank
Collaborated With:
Account Management, Project Management, Experience Strategy, Graphic Designer, Art Director, Copywriter, Creative Director, Studio Manager, Client Stakeholders
​
Deliverables
2 email versions​
2 direct mail versions
​
Business Goal
-
Prevent current PNC Investments clients from making emotion-driven financial decisions that result in pulling money out of the market.
-
Acquire new Financial Advising clients.
​
Challenges
-
Market volatility often causes "flight" or "freeze" reactions, leading people to either pull their money out of the market prematurely or take a passive approach to managing their assets. In both cases, the result is a loss of money.
​
Communication Objective
-
Emphasize the normalcy of market downturns.
-
Explain PNC's four-pillared approach to asset management, specifically "Tactical Solutions," which are proactive approaches to investing that mitigate the impact of market volatility.
-
Encourage prospective clients to work with a PNC Financial Advisor and current clients to reach out to their personal advisor.
Throughout the design process I attempted to minimize the use of banking jargon and PNC-specific terminology that wouldn't mean much to the average consumer. I also advocated for making blocks of text as concise as possible to make both the email and direct mail pieces as scannable as possible. Though the client decided against using several of my suggestions, I am proud of the clarity and brevity I was able to bring to these pieces overall.
A Note on Language
Initial Concepting
Because this direct marketing campaign included both email (EM) and direct mail (DM) components, it was vital we create a dynamic concept that could be adapted for both print and digital. We began by creating visual mood boards and sample headlines for half a dozen concepts before narrowing our choices down to three options we presented to the clients.
_HP_Page_03.png)
_HP_Page_04.png)
_HP_Page_05.png)
Emotional resonance was at the heart of all of our concepts—PNC's desire to provide reassurance to its prospective and existing clients would not seem genuine without a meaningful acknowledgement of the everyday experience of financial instability.
Design Rounds
We went through three design rounds, incorporating client feedback each round, before handing off the final designs to our studio and development teams.
Final Products
