Schwab Trading Powered by Ameritrade Introduction
Role:
Creative Director
Context:
Acquiring TD Ameritrade presented an opportunity for Schwab to build an offering unlike any other in the financial services industry. Schwab Trading Powered by Ameritrade combined TD Ameritrade’s industry-leading trading technology with Schwab’s long-standing reputation for trust.
Strategy:
Leveraging my expertise in trader mindset and behavior, I provided strategic direction that shaped the positioning, look, and tone of this sub-brand. The explicit goal was to transfer trader brand equity from TD Ameritrade to Schwab. The launch campaign showcased the elevated Schwab Trading experience and reinforced Schwab’s ongoing commitment to trader innovation, a top priority for the company.
Impact:
Resonating with the target audience, the launch campaign drove significant trader engagement with 1.37M social media impressions and a 1,412% increase in website traffic in just two days.