I developed the creative strategy for M&T Bank’s Platinum Client Experience, a white-glove financial service designed for high-net-worth clients. The goal was to elevate M&T’s positioning among the Astute & Affluent segment by bundling banking, borrowing, and investment solutions into an exclusive, premium offering. The campaign needed to demonstrate value, build trust, and drive engagement with this discerning audience.
Creative Approach
To reinforce the prestige and convenience of the Platinum Client program, I crafted a sophisticated visual identity and messaging framework that emphasized exclusivity and holistic financial solutions. The campaign blended high-end digital and print assets, focusing on how M&T’s tailored services could save clients time and simplify complex financial needs.
My Role
- Conceptualization & Creative Direction – Developed the overall look, feel, and messaging, ensuring an aspirational yet accessible tone.
- Strategic Content Development – Designed multi-platform assets that highlighted the unique benefits of Platinum Client status.
- Targeted Engagement Strategy – Created personalized, high-touch content to resonate with high-net-worth individuals.
Final Deliverables
- Digital & print marketing assets tailored for high-net-worth clients
- Premium content strategy & messaging framework
- Custom-designed visual identity for the Platinum Client Experience
Results & Impact
- Increased engagement among affluent clients, strengthening M&T’s brand perception.
- Higher conversion rates, driving more enrollments in the Platinum Client program.
- Enhanced positioning as a trusted, full-service financial partner for wealth management.