ETA: Defining a New Voice for the Industry Leader
‍

Verbal Identity & Website Overhaul
‍
‍The Electronic Transactions Association represents $47 trillion in annual payments volume and sits at the center of fintech, policy, and financial regulation. Its communications weren't keeping pace: legacy language, technical excess, no consistent voice across audiences or channels.

I was engaged to build the verbal infrastructure from the ground up. That meant defining brand personality and tone, developing audience-specific messaging frameworks for banks, financial institutions, and emerging fintech players, writing advocacy and policy language for lawmakers, and applying the full system to a website overhaul.

The result is a coherent voice system built for a regulated environment: authoritative without being inaccessible, consistent across B2B audiences, and grounded in the trust language that financial institutions and their members expect.The resulting system grounds ETA’s presence in a quieter authority: dense material rendered into clear, intentional language that reflects both scale and contemporary relevance. The system was delivered in full. Implementation was the client's responsibility.


Selected Copy