Thrivent asset management
WEB DESIGN · CMS · EMAIL/CRM · B2B · B2C
For 2 years, I’ve been fortunate to work with an asset management subsidiary of Thrivent—a Fortune 500, not-for-profit, Lutheran financial services organization.
During my time with the account, I strategized with stakeholders, content managers, and developers to implement a new brand throughout their financial professional and retail websites. I also directed a team of designers to create email templates and campaign assets.
Multiple Audiences, one brand & no plan.
TAM's brand refresh began with internal teams working seperately, which led to minimal guidance on how to translate the new, retail-oriented brand identity to financial professionals.
Adding to this, the TAM hadn't yet migrated to their new content management system. We immediately explored brand translation options within their existing CMS constraints, developing an MVP approach implementable within the desired timeframe.
This strategy delivered a visually unified experience regardless of audience segment while optimizing the client's budget during the CMS transition period.
Owning the customer journey from Web to email.
In order for TAM to become a trusted partner to their financial professional and retail clients, we needed to engage with the customer journey at specific moments and quickly.
I was the lead designer in charge of creating market update and content-driven campaigns to help with increasing trust in the brand.
Since we needed to be able to create emails quickly—to respond to market fluctuations—I created a design system to move fast while maintaining cohesion throughout campaigns.
