As part of an enterprise-wide brand unification effort, Merrill Lynch was one of four entities launching with a new voice.
To clarify messaging across most touchpoints, headlines were simple constructions — just two words or syllables bisected by an underscore. I worked closely with copywriters to marry crisp headlines and simple, direct photography.
In addition to classic print ads and digital banners, I also designed advertising campaigns that included full-screen ads in digital publications.
I also drew on financial communications experience from my early career to develop classic print pieces.
Even in a digital world, these pieces were important touchpoints for many clients.
