Putnam Investments

A new investment product called “Individual Directions” was launched and directed to sponsors within large organizations who offered Putnam retirement plans to their employees.

Situation: How do you convey that individuals saving for their retirement has different needs and goals?

Results: A completely new campaign, which included more than 50 assets ranging from high-level enrollment brochures to product information to postcards, was marketed towards plan members. The message was big and bold, and geared towards all levels of comprehension. The materials guided plan members to start saving for their retirement, and the visual communication was smart and engaging. Added bonus: Compared to other financial institutions, this campaign stood out.

My role: Design (in collaboration with Putnam’s in-house agency)
Internal creative team: Kris Rodammer, Tina Hong, Gayle Hedstrom, Susan Feldman, Chris Link