SOUTHWOOD FINANCIAL
Southwood had the flexibility to negotiate with borrowers rather than simply pursue them. We used that advantage to approach the category differently—with a softer, more human visual language that reduced the anxiety without minimizing the seriousness of the situation.
Nobody wants to hear from a debt collector.
BRAND STRATEGY + VISUAL BRAND DEVELOPMENT + CREATIVE DIRECTION + ART DIRECTION
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
Brand Identity: Richy Lamb
Web Design and Development: Basilico