Art Direction & Print Design
Seeking to leverage its highly saturated expat community, we targeted New York as our test market. Using simple, clear text-based messages in natural tones, we created a silence branding to dialogue directly with the user. Tapping into local anecdotes unique to being a ‘new’ New Yorker living away from home, we triggered a ‘I miss home’ response, directing them to remit funds to loved ones back home via the simplicity of TransferWise.
“We wanted to show New Yorkers we understand them,” explains Colby Brin, TransferWise senior copywriter. “We had a message that resonated with people who weren’t native New Yorkers but had made themselves New Yorkers because they moved from a different state or different country.”
Press
https://digiday.com/marketing/fintech-startups-love-advertising-new-york-city-subway/
