HomePay
2020
Purpose — I completed a case study during the interview process for a Vancouver-based creative agency. I was given four days to develop and design two Facebook marketing campaigns for a Canadian financial tech company to increase brand awareness and acquire new customers.
Role — I worked on the case study all on my own. I researched and sought inspiration from other market fintech companies and financial institutions. My findings helped dictate the design's colour palette, font, and overall tone. Allowing me to develop a stronger sense of brand identity. I was also provided various marketing data and company information to inform my design decisions.
Facebook Advertising
Motion Graphics
Case Study
“The Opposite of Complicated”
When initially approaching this project, two major questions came to mind:
How do we succinctly communicate simplicity?
How do we glamourize insurance?
These questions acted as a “North Star” throughout the process and created more cohesion in my ideas.
The first step I took was to evaluate a distinct voice, tone, and mood I analyzed their imagery, copy, company values, and overall goals with the service. I created an adjective word map to help narrow down the feeling that needed to be conveyed throughout the ads. These adjectives helped shape the design journey.
Tone & Mood
“Any Time, Any Place, You’re Covered” — Campaign 01
Reviewing and referencing these other companies allowed me to formulate my solution, which can be broken down into these essential parts.
Sell the lifestyle rather than the functionality.
Utilize compelling imagery that exemplifies the demographic
The tagline “Any Time, Any Place, You’re Covered.” emphasizes ease of use and convenience.
The HomePay orange must be championed to promote brand recall
Reflect the overall conversational tone
“We want viewers to resonate with the brand and find excitement in the lifestyle of managing their finances.”
“An Insurance Company That WANTS to Save You Money” — Campaign 02
My idea was to create a Facebook ad using motion graphics promoting a giveaway. The promotion incentivizes customers to sign up, satisfying HomePay’s main goal of increasing customer acquisition while exemplifying a unique value. The campaign idea can be broken down into these essential parts.
Use a prize wheel as a focal point.
Integrate a succinct tagline, “Keep your money where it should be.”
Utilize “SPIN TO WIN” as a big, eye-catching statement coupled with the incentivizing text “Enter for a chance to save on your monthly premium!.”