State Street Global Advisors
My Role:
Creative Lead, Client Relations, Partner Management, UX design, Brand Ambassador
Tools:
Length:
Adobe Illustrator & Photoshop, Keynote
18 months
My involvement
My relationship with SSgA started on the pitch. We won Digital Agency of Record and I was retained as the sole creative designer. As the workload picked up I was allowed to hire a team of creatives to help out. In-house, I worked directly with our Account Director, Planning Director, Technical Director, Data Insights Director, and development team. Externally, I worked with the client's creative team as well as several other partner vendors.
The Pitch
Our ask was to create a digital campaign for State Street Global Advisors and their leading gold ETF with stock symbol GLD. A dozen of us worked tirelessly around the clock for two weeks to create a strategy and design around a series of ad-like objects.
Through our competitor analysis and background research, we found that SSgA had been relatively quiet in regards to selling their flagship products. We built a persona and identified key touch points where we could enter his daily routine.
We developed a design expression that centered around an atomic, elemental look and feel.
From there we laid out several different banner ads, and OOH ads.
We also created a micro-site and digital sales tool we called Alchemist. This would provide investors and advisors a space to research, compare, and track ETFs to acquire a deeper understanding and increased confidence.
We ended our pitch with a 3D printed leave behind to help reinforce the driving creative concept.
Strategy
There were a lot of projects on our plate as Digital AOR. The first thing we needed to do was get organized so I built a presentation deck with my team to outline the scope of work, our process, and timeline.
Model Portfolio
The first project on our list was a site and digital campaign for Strategic Asset Allocation Models. These were designed to help institutional investment advisors gain awareness of SSgA and help generate interest in a crowded market.
On the side
In addition to the Model Portfolio, there were numerous other projects that required my leadership and guidance through strategy, planning, UX, and design. The other projects we worked on included: a fixed income campaign & infographics; SPDR brand development; emerging markets investing spotlight; an institutional campaign microsite; SSgA cash site consulting; SPDR University SEO consulting; an ETF screener mobile app; and an IQ newsletter digital strategy and microsite.
SSgA.com Redesign
Once we had earned the trust of our client and established a good working relationship, we were tasked with starting the redesign of SSGA.com. We also created a helpful style guide for their internal team and developers.
