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 is the trade body behind $47 trillion in annual payments volume. A central force in fintech, policy, and financial regulation. But their communications were a patchwork of legacy language, technical clutter, and unclear structure.

I was brought in to lead a complete verbal rearchitecture. The challenge was to define a cohesive, authoritative voice for ETA, with messaging tailored to an unusually complex matrix of audiences: lawmakers, legacy banks, and early-stage fintechs.

The resulting system grounded ETA’s positioning in clarity and confidence, translating dense material into accessible, intentional language that reflected both industry gravitas and adaptive relevance.


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