Brand: Wyshbox
Industry: FinTech
Campaign: Launch
Role: Strategy/Copywriting/Creative Direction
Life insurance isn’t something anyone gets excited over. Many people feel that life insurance is only for people with a lot to protect and isn’t personalized to meet their needs. Wyshbox is a financial protection resource that allows users to create Wyshes: the areas of their financial life that they’d want to be protected if they were to die unexpectedly. From paying off a mortgage to college tuition for kids, these Wyshes help create a holistic financial picture of what someone might need to give their family the life they deserve. Plus, you get to shoot your ashes into space (if you so desire)!
I came into the project in the conceptual phase, working with the UX team to build the app from scratch. It was important to differentiate the Wyshbox voice from the traditional insurance style. So going for an irreverent, playful, yet informative style, I steered the voice and tone of the brand to be different from what you would traditionally expect—creating a style guide to set the standard. I've also been responsible for helping launch the Wyshbox blog, working with the marketing and strategy team to launch an ad campaign, and the UI team to help brainstorm ideas for visuals. Since the launch, I've helped the copy team go from a one-person show to a lean, mean, three-people machine. I work with the other writers to help guide and mentor them and oversee their work to ensure all copy is on-brand.
