Brand Voice-Creative Campaigns

Building a brand voice.

Client
The Oregon College Savings Plan

Year
2020-2024

When writing for the Oregon College Savings Plan, there were a few key points I had to keep in mind:

Saving is difficult.
People really don’t like talking about money.
Education is really expensive.

When these powers combine, it means writing for OCSP is like threading a needle. I needed to be intentional and precise when talking about saving for a kid’s education.

This means the OCSP voice needs to be:

Warm and conversational. While it's called the Oregon College Savings Plan, I always aim to showcase educational paths of all kinds. Plus, I'm speaking to people across the state, in very different financial situations, social settings, and geographic locations, so I wanted everyone to feel represented.
Trustworthy and smart. I needed to showcase that you can trust OCSP with your money AND your kid’s future. That’s a big ask.
Inspiring. It's time to think big about what’s in store. This is the impetus for getting people to open an account — it’s all about looking to the future.

From there, it's all about pulling those ideas into practice. See how the brand voice comes to life across channels.