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In her role as fractional Chief Marketing Officer for Southwood Financial, Lisa is leading the evolution of the brand - from strategy to identity to a new website, and consumer marketing campaign. Her team uncovered the insight that people with student debt are in distress. By placing themselves in the shoes of the consumers they created an indelible place of mind that stands for welcoming and care.
The strategic work led to a new logo and brand identity that signals “it’s a new day.” A new website was developed to be a welcoming destination that exists far outside the barbed wire fences of debt collectors. Southwood was transformed into a good place where good people make good futures take real shape. From a welcome kit to social and display ads, the goal was to show empathy, extend a friendly hand, and guide people to Southwood.