Southwood had the flexibility to negotiate with borrowers rather than simply pursue them. That gave us an opportunity to make debt collection feel less adversarial. We approached the category with a softer, more human visual language that reduced anxiety without minimizing the seriousness of the situation.

I established the visual direction by curating photography and illustration from a small group of artists whose styles helped define the brand. I art directed the imagery as a system and used AI selectively to introduce movement where it didn't otherwise exist.

182% increase in website visits following campaign launch

123% increase in organic search visits following campaign launch