Challenge
The Consumer Financial Protection Bureau needed to humanise the abstract topic of financial protection by showcasing real stories from everyday people, particularly from underserved communities. The challenge was to create an emotional connection while maintaining a tone of trust, integrity, and accessibility.
Solution
I developed a storytelling platform that combined documentary-style filmmaking with portrait photography and a clean, typographic system. The visual language was purposefully minimal to allow the subjects’ voices to shine. We focused on authenticity in the design—handwritten titles, black-and-white stills, and natural soundscapes—to convey dignity and relatability.
Outcome
The campaign was praised for making complex financial issues feel personal and urgent. From a marketing standpoint, it deepened engagement on social channels and was used internally to rally stakeholders around the mission. The campaign helped shift perception of the CFPB from a faceless institution to a people-first protector of consumer rights.
