TEACHING FINANCIAL
Research financial advising brand for teachers and develop initial brand touchpoints.
OBJECTIVES
Understand the financial needs of a teacher, understand the perspective and role of a financial advisor, including tools and resources that support the brand presence in tangible and intangible touchpoints.
TOOLS USED
Figma, Illustrator, InDesign, Photoshop
DELIVERABLES
Research Document
UNDERSTANDING teacher's finances
To create effective branding, I developed an affinity diagram with firms experienced in teachers' finances, breaking it down into specific sections.
This provided insights into specific financial services that teachers often need but may not be aware of, such as the fact that if you work in the private sector and a pension is unavailable, you may be eligible for a 401k or 403b plan, which are investment-based.
I conducted an interview with a teacher and created an empathy map based on their experiences.
Interviewing a teacher and creating an affinity diagram from researching financial firms led to insights into teacher's financial needs and goals that led me to a archetype for teachers. These insights can be used in the concept creation and messaging strategy of the brand.
CRAFTING THE EXPERIENCE
Insights from both user groups helped me identify unique opportunities for engagement from the financial company to align with the interests and desires expressed by teachers.
TEACHING FINANCIAL BRIEF
After thorough research and analysis, the moment arrived to craft a comprehensive brief for Teaching Financial.
DEVELOPING INITIAL BRAND TOUCHPOINTS
Teaching Financial, is a financial company that helps teachers become students of the financial world so that they can help their own students learn with confidence.
The concept of Teaching Financial’s wordmark is to highlight the brand’s open enthusiasm towards collaboration between financial advisors and teachers.
To portray the creative and open attitude of the brand throughout its visual system, I outlined a uppercase, serif typeface called Abril Bold Display for the wordmark combining the 'T' and 'F' in the top right lockup and also used the original font for the words 'Teaching Financial'. I then used Abril Light Text on the company tagline.
Crafting the Messaging Teaching Financials's tagline "Enabling educators to secure their financial futures," promises to guide the educators who guide our children.
The Voice of the Brand Teaching Financial’s brand voice was created to be reliable, helpful, and supportive to attract teachers who may be hesitant or anxious about taking the time to invest in their financial future.
Promotional assets such as billboards in areas around and in school districts can help Teaching Financial capture the attention of its target audience, teachers.
Creating a brand manual for the employees of Teaching Financial can affect how clients are treated by employees. More effective promotion and appropriate attitudes toward the target audience can lead to a more successful financial team.
The first page in this manual helps to put employees of Teaching Financial at ease and gives the context of how this tool is meant to help them not hinder them.
