10.2015 - 01.2016

Creative Direction, UX Strategy, and Design Direction

Scope of Work:
UX Strategy, Visual Design, Advertising, Campaign

The Challenge

The objective was to build the brand awareness by creating a movement about relieving financial stress, thus elevating consideration for SunTrust. My role was to lead the digital strategy for UX/UI and visual design. The idea was to launch an ad on Superbowl 50 so that SunTrust could encourage and motivate consumers to change their behavior through pledging, social sharing, engaging in conversation, seeing how many have joined, gain onUp wisdom, and replay the Superbowl Ad.

The Action and Planning

I led the digital team, working closely with SunTrust  and Strawberry Frog, the ad agency who set the tone and feel for the above-the-line communication. I helped conduct stakeholder interviews and helped run workshops to understand SunTrust’s biggest business challenges and customer needs.My team executed the strategy to drive users to a smooth experience that allowed SunTrust prospects to quickly join the movement, learn more about their individual financial status, and develop responsible budgetary habits.


The Results

The site was launched in the U.S. a week before the Super Bowl, and since then over half a million have joined the onUP moment. SunTrust was delighted with the result. Along with its responsive views, tactile interaction design, utility and modern style, the site brought financial guidance to life with fun, interactive graph modules, facts, quizzes, social sharing, and of course the Super Bowl video.

The website partnerships and creative team that drove its creation were hailed as a triumph by SunTrust and a model for future projects. The site response was unanimously positive: SunTrust was proud that the site overdelivered on engagement numbers andtime spent. The number of members joining the movement was a source of profound satisfaction that exceeded CMO's expectations.