KeyBank
I helped KeyBank become the big bank for main street.
I worked on KeyBank with two different agencies: Siegel+Gale and Eric Mower + Associates. With S+G, I was part of the team that helped develop the KeyBank brand identity and voice, which was "clear, welcoming and knowledgeable" — the emphasis being on "clear." The whole point was that this was a bank dedicated to serving ordinary people and helping them realize their goals. Simplicity and friendliness were built into every customer touchpoint.
Here's a retail merchandising guide I wrote to direct in-branch customer experience:
"People First" in the Retail Experience
And here's an everyday banking guide I wrote:
KeyBank Everyday Banking Guide
Later, when I worked with Eric Mower + Associates, I was their lead writer for the KeyBank account.
Here are a few of the many KeyBank print ads I wrote: