SFPL already sells effectively to big banks, but was finding its “big business” personality less effective in an emerging market of trendy, consumer-facing fintech startups.
I was brought in as copywriter on a brand positioning piece for a new SFPL product in the insuretech space, called OpalIS.
The brief was to brand the product as the “slightly wiser, slightly less-cool older brother of a Shoreditch fintech entrepreneur”.
I wrote the positioning document and tone-of-voice, whilst Catalyst Partnerships handled design elements.
Key Messaging Pack
I conceived these ads to be used as an appendix to the brand guidelines.
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