We created a full-stack content strategy, production workflow, and suite of educational launch content for MetLife's first-ever financial services app
Working closely within a matrixed structure, we developed a content strategy that aligned with brand fundamentals (positivity and empowerment) while taking advantage of product capabilities.
Collaborating with the design team, we developed unique content formats that engaged and entertained the user along their journey
Stood up the production workflow, including legal approvals and CMS, and hired the writers to produce hundreds of pieces of launch content
MetLife was embarking on a multi-year project to build a new financial wellness app—but they didn't know how to educate their users on personal finance, what editorial to create, or how to develop a strategy and production workflow to create hundreds of articles and graphics for an app that would be used by tens of thousands of users every day. By creating a rigorous content strategy and through collaboration with internal stakeholders and several development agencies, I developed an editorial plan, strategic messaging framework, staffing model, and publishing calendar to create a library of content that educates users on all aspects of personal finance, from budgeting and saving to investing and retirement.
Working with several development agencies over the course of a year, we created a content strategy that showcased the brand's best attributes while educating users on the fundamentals of personal finance
Brand Strategy
Content Strategy
Experience Design
Content Governance
Workflow Design
We developed a strategic messaging framework, editorial plan, staffing model, and publishing calendar. Our launch library of content included hundreds of pieces of original articles that educated users on all aspects of personal finance, from budgeting and saving to investing and retirement.
We'd love to work with you. So would Tita. That's Tita.
