In 2008, TD Direct Investing wanted to move beyond the traditional, conservative language of banking and adopt a more modern, conversational voice that could connect with a broader audience.
The Challenge
How could TD Direct Investing encourage both prospective and existing investors to invest with TD while making investing feel more approachable?
The Approach
Recognizing that investors come with very different levels of knowledge and confidence, I developed copy that spoke to different audience segments rather than treating investors as one homogeneous group.
The language became more direct, accessible and colloquial, helping demystify investing without losing the credibility expected from a financial institution.
The Solution
Tailored messaging reflected the needs and experience of different investor demographics—from those newer to investing to more experienced investors.
The Impact
The work helped TD Direct Investing evolve its communications from a traditional banking voice toward a more approachable and audience-focused brand experience.
