ETA: Defining a New Voice for the Industry Leader
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Verbal Identity & Website Overhaul
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‍The Electronic Transactions Association represents $47 trillion in annual payments volume. It sits at the center of fintech, policy, and financial regulation, yet its communications were scattered: legacy language, technical excess, and uneven structure.

I was engaged to redefine the organization’s verbal direction. The task was to establish a coherent, authoritative voice that could speak to lawmakers, established institutions, and emerging fintech players with equal clarity.

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.


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