Gradifi
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A scaling, disruptive startup, Gradifi had once considered itself simply a brand on a mission to do good. Now, with the financial force of First Republic Bank behind it, Gradifi was ready to reposition as an employee benefit company. I was brought in to reimagine the brand and position its communications as an important new force in corporate recruitment efforts. As Brand Director, my strategy and content grounded our work, from video to digital to traditional media and collateral.
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This video helped Gradifi educate its audience on the value of refinancing student loan debt, engaging the viewer as it put the facts forward.
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The video below brought the positioning we created as a team to life. They are living case studies of the business and social value of the product that drew viewers and substantiated our core messages.
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