CONCEPTUAL THINKING / COPYWRITING / TONE OF VOICE GUIDELINES
Wise (formerly TransferWise) had outgrown its name and wanted a brand to match. Once known for fast, cheap money transfers, Wise set its sights on becoming something larger: a global system for moving, holding, and using money with almost no fees.
I worked as lead creative on the project, first coming up with the core creative idea, The World’s Money, then spinning it into creative routes. Additionally, I handled tone of voice, wrote the guidelines, and helped sell in the new TOV internally.
The brand launched in 175 countries overnight. Conversions rose 10%, account use 34%, the share price 58%, and the company’s valuation nearly doubled to $14.4 billion.
The work won a 2024 Design Week Award for Writing, as well as a long list of others.
