Even the biggest decisions start with a conversation. That was the guiding truth behind this advertising campaign for Glenmede, a Philadelphia-based financial management company that specializes in private equity and investments. Glenmede was looking to boost awareness around their brand, particularly among a younger demographic, whose attitude and approach towards wealth and investments is quite different from those of previous generations. Together with the strategy team at Sia Addison, I devised the “Let’s Talk” tagline and designed print and digital assets. The campaign appeared in targeted media outlets including The New York Times, The New York Times Magazine, T Magazine, How To Spend It, Hamptons Magazine, Palm Beach Daily News, Dan’s Papers, the alumni magazines of Columbia, Princeton and Yale universities, websites of The New York Times and The Wall Street Journal, and at high profile cultural events including Frieze New York, Tanglewood Festival, Aspen Music Festival, and Art Basel Miami Beach.
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