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OfColor is a black-owned financial wellness platform that is available to all—but unapologetically centered around employees of color.
When the client approached us they had a seemingly simple problem to solve. They saw that most of the financial wellness content in the world was designed and written for middle-aged white men, and all the preconceived notions they bring with them. However, there was a chasm in the market for financial literacy content for anyone who didn't fit that archetype, particularly people who looked like OfColor's cofounder, Yemi, and his diverse community. So the challenge was to create personal finance content for POC, that not only was informative but entertaining, and spoke their language.
Since working with OfColor for over three years, we have come to understand and embody the mission, brand, and voice. So we were tasked not only with producing compelling videos for their financial wellness platform, but also strategizing a content calendar for them. We took on the full funnel of content creation: from building out a calendar, to writing scrips, to producing videos to be released monthly on their enterprise-grade platform.
To kick off the project we needed to take inventory. we began with a deep dive into what already had been created and populated on the platform, about 70 pieces of both written and video content. We actually were already very familiar with the videos as we had produced those, however, this was the first time we were orchestrating the entire process for them from start to finish. Once we uncovered the content holes, we created a 6-month content calendar and embarked on a brand voice and visual ID exercise to solidify the direction and build a library of visual assets. From the process was put into superdrive as we completed scripts, procured diverse voices, and storyboarded each scene.
The end result were colorful, bold, unapologetic vox-like explainers that broke down financial topics in an entertaining and inclusive way.
I couldn’t ask for better partners. Greater functions like an extension of our team and is equally invested in our mission to improve the lives of the underserved. The combination of design excellence, brand knowledge, and startup growth hacking skill have made the Greater team invaluable.
