More human.
At TD, I worked to shape and amplify the brand's friendly, conversational (and always professional) voice in every project I touched. From brand awareness to customer acquisition, I honed my skills in writing with a consistent voice across a wide footprint, tailored for just about any situation. I'm an expert in tone, I'm no stranger to disclosures, and I used the em dash before AI said it was cool.
Brand
The cornerstone of my work at TD involved developing high-level, multimedia brand creative that reached across the bank's entire footprint—highlighting how one idea (sometimes, just one line of copy) can become a comprehensive campaign.
My role at TD involved writing for more than just checking accounts and credit cards! One of my key responsibilities was leading copy development for the bank's sponsorship of TD Garden (home of the Boston Bruins and Boston Celtics), engaging the Boston fanbase with energizing, sports-centric copy backed by TD's voice.
(Yes, I'm a Philly sports fan. No, saying "Let's go, Boston" never got any easier.)
One of the core beliefs of TD is that people come first—always—which is evident across the brand's creative. As such, a bulk of my work reflects that promise, touching on community outreach, environmental commitments, and providing a helping hand to those who need it.
Okay, you got me, I did write a lot for checking accounts and credit cards, too.
One of the biggest (and most fun) challenges in writing for finance is delivering outside-the-box creative in an industry that operates squarely within the margins. Make direct deposit exciting? Challenge accepted.
Phew, back to the fun stuff. One of the highlights of my time with TD was putting on my social-first hat and developing creative made for Instagram, TikTok, and other social platforms. From concept development to production to release, I played an integral role in engaging with TD's audience—one like at a time.