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 Card, I developed strategic product copy for Virtual Card's go-to market launch.
In this Virtual Card project, strategy called for positioning as a simpler, safer alternative to the physical credit card.
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During the project, my 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 demanded building relationships with tech partners, executing on their insights and product perspectives.
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All in all, my resulting copy laid the foundation for Virtual Card's go-to-market message.​
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
Script writing for Capital One recruiting, I co-wrote this OLV with our internal creative team.
In support of the Data/Business Analyst pipeline, the goal of this OLV was to create awareness around Capital One Careers.
Leading with juxtaposition, which I believe improves the standout of creative adverts: We communicated to talent prospects that at Capital One Careers, no dream or career is too crazy or out of reach. This OLV successfully showcased how Lorenzo's passion for the restaurant industry is coming to life by working as a Data/Business Analyst for Capital One Dining.
The spot says it best:
"What you love, what feeds you, you can find it here."
Social Ad Copy
Beyond Ability Concept
DIB Campaign Concepting: I developed the creative concept “Beyond Ability,” a brand awareness campaign for our Capital One DIB Program. To date, Beyond Ability has been used multiple years to support this employee initiative.
UX Copywriting: Capital One Cafés
UX Copywriting: Capital India
