A HELOC Can Help Campaign

Home Equity Line of Credit (HELOC) probably isn’t the most exciting product to promote. So when developing this campaign, I focused on making a simple tagline that was instantly digestible and flexible enough to target multiple audiences. I created the theme “A HELOC Can Help” not only for it’s simplicity but also for the messaging relayed to the targeted audiences…the bank gives customers financial options that can help during this time of economic uncertainty.

The visual strategy I developed was key to the success of this campaign. It had to be visually disruptive in order to cut through the noise of the run-of-the-mill smiling, stock people most banks use to market with. Because it was simple, the visuals had to definitively support the messagining in order for users to grasp the concept at a glance. By using isolated, bold, eye-catching imagery I created a visual motif for the campaign that stopped users from scrolling and got them clicking!