Creating a visual language for Type E.
E*TRADE's Type E campaign challenged consumers to relate to a persona that was a spin-off of Type A.
The campaign lacked a focused design direction and we took the opportunity to amplify some of the client's existing visual strengths.
We found the asterisk to be a potential point of interest within E*TRADE's existing brand identity, and used this glyph to inform the layouts needed for the campaign.
The combination of the asterisk, bright colors and strong photography took us to a territory we felt Type Es could relate to.