Enabling financial wellness is a core part of Fiserv’s EXCEED brand. To help our cardholders feel more financially empowered, we launched a campaign aimed at making financial education accessible, fun, and simple.

With all campaign assets driving to this landing page, it needed to be a repository of resources that educated without overwhelming. We explored a few different approaches to content hierarchy before settling on one that best communicated the resources we had access to.

Keeping it accessible, I incorporated engaging, motivational language and directional prompts, guiding cardholders through easily actionable steps towards better money management – while focusing on reducing friction for each interaction.

This was also a prime opportunity to reinforce the cardholder benefits that help achieve these financial goals – so I included strategic references to key features as well.

To create a cohesive experience, I applied this content approach across all other cardholder touch points, like website banners, app interstitials and push notifications as well.

Willowbrook Shopping Centre’s annual gift guide is a holiday tradition that compiles all the season’s hottest buys. To bring this extensive guide to life meant researching and crafting microcopy for 50+ items, to highlight what made each piece a special purchase.

To distribute California Middle Class Tax Refund Cards (MCTR), Money Network asked to create an experience to guide card recipients through activation and use, while creating awareness of the refund program itself.

The ask was to use an existing experience from a similar project (top right image) as a starting point or loose template. At the same time, the design needed to incorporate Money Network’s new branding.

My approach was to critique the information hierarchy and effectiveness of the referenced experience. From here, I incorporated key content changes that made the MCTR website a more human, direct and friction-free experience that better anticipated and addressed cardholder needs.

EXCEED’s annual promo was a bit different this year; although cardholders were familiar with the event, we needed to communicate the mechanism far more clearly to avoid confusion. To that end, I crafted copy that was clear and directional but aligned with the road trip campaign concept. With all assets driving to this landing page, the messaging hierarchy needed to guide cardholders through the process step-by-step as well. Ultimately, the experience is one that presents information in a brief and scannable way, while reminding cardholders all they ways they can use their card during their summer travels.

To get new Cardholders acquainted with their EXCEED Card and all its features and benefits, we created a Welcome Series of emails. We kept the journey simple and engaging, highlighting key features at a glance and going in depth on those benefits we knew were valued the most, like account security and sending money.

We overhauled the entire website to better reflect both user experience and TD’s new branding. By first understanding the customer journey more clearly, we then catered content to be there for them through each step of it, in a more human way. Putting the entire website through this filter, we updated our content to be mobile first and customer-centric, taking the language from stuffy to approachable.

Ontario-based grocery retailer Metro’s customers make up one of Canada’s most multicultural provinces, but that’s largely underrepresented in holiday marketing.

To change that, Metro’s 2021 holiday campaign encouraged shoppers to refresh their traditional holiday menu with new-to-them, community-sourced flavours. But that encouragement needed to be backed up with a source of inspiration too. That’s where the website experience came in.

To bring this vision to life, I conducted extensive user research by crafting interview and screening questions for participants, then narrowing down and streamlining submissions to create each page.

With our strategic media placement on websites like Pinterest, I knew that site visitors would be seeking scannable inspiration to build out their holiday menu with the right mix of main/appetizer/side/dessert. So to reduce friction and support discoverability, the website itself needed to be clear and directional. I categorized each submission with one of these menu tags, to make the experience easier to navigate, and created short blurbs for each recipe that highlighted the family stories behind them to further drive interest and clicks.

Press: The Message, StrategyOnline

By implementing content and process changes, EXCEED’s tax 2022 campaign generated a login rate of 5.6%, with one particular email driving 43% of website visits. Throughout, our team surpassed the previous year’s performance with 97% more login clicks.

Having worked on a number of digital campaigns for EXCEED, multiple assets required a strict character count. Often the choice comes down to prioritizing the concept or the promotion, but for me, the deciding factor is always content strategy and clarity.

With this approach, the EXCEED mobile app became the leading driver of all traffic sources, accounting for over 50% of website visits. One push notification was solely responsible for 14,000 visits by itself here.

To launch Petro-Canada’s charity, I wrote a manifesto to familiarize people with the invisible troubles family caregivers face every day, then brought the brand to life with a website experience.

Being a new brand, education was most crucial my content strategy. And that’s what I focused on in creating the foundation’s new website, a place to tell the stories of Canadian caregivers and to unpack all the reasons why they themselves need support.

While I was really familiar with Petro-Canada’s tone, I had to craft the tone for this new entity, an offshoot of the parent’s company’s voice, but also wholly its own.

With research through interview analysis, I uncovered the major pain points caregivers face in their daily lives: their troubles are largely invisible to their community, time-consuming, isolating and ultimately, overwhelming.

My content approach prioritized stats as a scannable educational tool, alongside pull quotes that highlighted concerns, and separate pages for in-depth caregiver stories, resources and specifics on how CareMakers helps. By switching up content in this way, I was able to make the experience more visual engaging, succinct and effective, to ensure an impactful launch.

One Show – Bronze pencil / Creative use of data

One Show – Merit / Social media – Innovation in lockdown

Epica Awards – Gold / Online and mobile services

Epica Awards – Bronze / Media innovation – Traditional media

Cannes – Shortlist

Tokyo 2020 Olympic and Paralympics Games campaign
We celebrate the athletes competing for the podium all the time, but the coaches who get them there often go unnoticed. Behind the scenes, the words coaches say inspire athletes to be their very best, to push their hardest, and to keep grinding through the toughest of times. In our campaign, we celebrated Canadian coaches and their powerful words of inspiration, which enable these athletes to represent our country.

While our broadcast films featured four athletes, we had so many more stories to tell. To keep going, we turned to social, digital, livebytheleaf.ca and retail signage Petro-Canada gas stations. With behind-the-scenes content and interview videos, we found every possible opportunity to round out our stories with all the context we’d spent months digging up.

Press: The Message

expressie is all about having the freedom to swap nail colours on the go, no matter how packed your schedule gets. How do we bring this quick dry promise to life in a truly thumbstopping way? By challenging those thumbs with a Facebook playable ad that gamifies your love for essie.