Features Overview
The Campaign
A wing of the firm’s business decided that they wanted to create a system that suggested healthy financial actions to retirement plan participants based on their individual life circumstances. These actions would be custom tailored to that participant’s life, appropriately making suggestions on how they could save and plan appropriately for life after work. It was our job to generate the sales story that would convince companies using our retirement funds that this service was a great benefit to their employees saving for retirement. Multiple, interdisciplinary teams were created, and we got to work interviewing stakeholders in order to create collateral that would demonstrate the benefits of this new system with clarity.
Storyboards were created to walk audiences through the benefits of a retirement confidence-building system. The concept was complex, so we sought to distill our thoughts into their most basic component, hoping that our visuals would communicate clearly but never distract.
How would we visualize this engine that was consuming details of plan participants, mixing key variables to create custom “confidence builders”(the illustrated jewels) to help participants reach their goals faster?
In early drawings, we needed to communicate that participants were being chosen by the system from a demographic, but became a realized individual as their personal details were used to create a profile. This profile would continually list healthy retirement actions that were right for their life circumstances.
We also were tasked with creating a microsite to walk customers through the high-level details about the product. Seen here is a plan for a website that would expose a new section (1, 2, or 3) of details each time users scrolled.
The sales team also focused on business-to-business collateral, and asked us what a leave-behind brochure could look like. This brochure was built in a slightly different form, but ultimately became the focus of the project. After we had developed the product’s initial story, visual language, and concepts, this leave behind would be iterated upon many times before it was finalized.
