FINRA
Character IP & Marketing Campaign
This project explores how character-driven storytelling can make complex financial education more approachable, engaging, and behavior-changing. Working within FINRA’s investor protection mission, the campaign reframes risk awareness and scam prevention through a friendly, memorable character IP and a multi-channel marketing system designed to build trust, clarity, and long-term engagement.
My Role
Marketing Lead, Creative Director, Campaign Strategist
Timeline
10 Weeks (Jun, 2025 – Aug, 2025)
Tools
Photoshop, InDesign, Illustrator, Figma, Procreate
This analysis maps how people associate FINRA with money, risk, and uncertainty, revealing a landscape shaped by both opportunity and fear. The recurring presence of “fish” highlights a subconscious link to unpredictability and vulnerability in financial decisions.
This insight informed the strategic shift toward a more approachable, character-led communication system, translating complex risk concepts into something relatable, memorable, and easier to engage with.
Using a character-led approach, complex financial risks are translated into a playful, relatable experience, making education more accessible and engaging.
Simplified, mobile-first interface reframes scam education into an intuitive, action-driven experience, encouraging users to engage and learn through interaction rather than passive reading.
Social-first content strategy extends education into everyday platforms, using familiar formats to increase visibility, relatability, and engagement.