Creative Strategy for a Fortune 500 Market Expansion
The Challenge
A Fortune 500 client with deep name recognition in the financial sector was preparing to break into a crowded corner of the market. Their strict brand guidelines limited everything from channel to tone to visual elements.
To succeed, we had to balance two opposing needs: stay true to the established brand while also helping prospects in this new market see the company in a new light. If we couldn’t cut through the noise, growth in this new space would stall before it even started.
The Solution
Playing it safe wasn’t going to cut through in a crowded financial market, and simply staying inside the lines of the client’s strict brand guidelines would have left us invisible. So, we partnered their voice with a trusted third-party organization known for its humor and grit. This gave us permission to stretch tone, messaging, and visuals while still maintaining credibility.
From the very beginning, I worked side by side with the team, mocking up concepts and pressure-testing ideas that felt almost too bold for a Fortune 500 brand. That’s how we landed on the superhero theme. It was playful, unexpected, and a little risky, but it made the campaign instantly recognizable.
“Beth was right there with us developing something that hit both brands’ demands—and ultimately made our client shine with a concept that was new to BOTH organizations, in a format that would speak to our target audience quickly and effectively.”
The beauty of the system was its flexibility. By building a bold and cohesive visual language, we could keep generating fresh creative without losing the thread. I designed Linkedin ads and Instagram stories, all quick-turn pieces that felt like part of the same story. Even better, we were able to adapt in real time. Audience engagement was high and became fuel for new polls, questions and responses that we launched immediately to keep the conversation going.
In the end, that willingness to take risks paid off. What could have been another safe, forgettable campaign became something that stood out, got people talking, and most importantly, generated leads in a new market.
The Impact
The campaign did exactly what it needed to do: generate leads. The combination of fresh messaging, strong visuals, and a smart brand partnership helped our client stand out in a crowded market and connect with their audience in a way that felt both credible and unexpected.
“Without some of the strongest visuals we have produced—all super-hero themed—we simply could not have gotten the response we did. ”
Beyond the numbers, the creative made the client shine. We delivered work that felt exciting to both organizations, something neither had tried before, and it resonated quickly with the audience.
The Experience
What made this project work was collaboration and trust. I came in at the ground floor, not just to execute but to help shape the creative direction. Together, we built something that elevated the original vision and delivered results under tight timelines.
“Everything about working with Beth is the best: her positive, can-do attitude makes everything easier to work through. Hard things—thorny, long, etc.—feel so much easier because she is a true partner to you as you get started.”
Working collaboratively, creative ideas flowed from day one, and deadlines were always met. To me, that’s what true creative partnership looks like.
The Takeaway
Working collaboratively, creative ideas flowed from day one, and deadlines were always met. To me, that’s what true creative partnership looks like.
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