In 2019, our team created and executed a concept to spread holiday cheer to all our customers and followers. We dreamed up a faux team of CERTIFIED HOLIDAY PLANNERS™ to share holiday advice, much in the way Betterment shares financial advice.
We were given creative freedom to delight our customers, with no CTA required. We built the world with a light and self-aware tone, playing on the idea of the CHP™ as an expert in their field. (A few of our actual financial planners even gave us the okay to use their headshots on the landing page.) The visuals kept to our brand colors and style with the added flair of a CHP™ “stamp” of authenticity.
The concept came to life in a physical card sent to thousands of customers, an email sent to all remaining customers, and social posts, including interactive Instagram Stories—all pointing to a customized landing page with even more holiday “advice”.
Design: Michele Byrne
Creative Direction: Seth Styers, Allie Armstrong