Brand Copywriting: Capital One.
As Senior Brand Copywriter for Capital One Talent Brand, I was given permission to murder the corporate robot. And refresh tech recruiting messaging with the voice of a human.
CHALLENGE:
Tech Candidates hate
when we use the word
"innovation."
In a Capital One study group, the popular buzzword, "innovation," inspired negative sentiment for its use in tech recruiting.
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It's robotic jargon in an industry trying too hard to impress tech's top talent.​ So, the solution was to say "innovation" without actually saying it (with exceptions of course).
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The result was messaging that was more charismatic, universal, and more human.
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Including a refreshed Talent Brand voice that distilled everything into our Employer Value Proposition:
That's Life at Capital One.
Capital One: Fast Company Ad
Capital One Virtual Card: Product Copy
Leaning into Capital One tech, I developed strategic product copy in prep for Virtual Card's go-to market launch.
The strategy called for positioning Virtual Card as a simpler, safer alternative to the physical credit card.
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During the project, talks with product
partners focused on getting buy-in around verbiage for values props and messaging.
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Open dialogue was key. This project demanded building relationships with tech partners, executing on their insights and product perspectives.
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This all helped lay the foundation for Virtual Card's go-to-market message.​
This is work I wish I could share. As you can imagine, banks can be guarded with sensitive information. If you want to hear more about this project, please reach out.
Talent Stories: Capital One OLV
Writing for Capital One Talent Brand, I co-wrote this OLV with our internal creative team.
In support of Capital One recruiting (Data/Business Analyst pipeline), the goal of this OLV was to recreate the awareness around how you can succeed at Capital One Careers.
Leading with juxtaposition, that sense of unexpectedness which improves the standout any advertisement: We communicated to talent prospects that at Capital One Careers, no dream or career is too crazy or out of reach. This OLV successfully targeted the Data/Business Analyst audience while also managing to broaden the audience.
The spot says it best:
"What you love, what feeds you, you can find it here."
Social Ad Copy
UX Copywriting: Capital One Cafés
UX Copywriting: Capital India
