Making peer-to-peer payments feel effortless and everyday.

 

Zelle & Early Warning 

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Zelle is a peer-to-peer payment service connecting more than 150 banks, designed to change how people send and receive money. When I joined the team, the brand was coming off a strong first-year awareness push. The next challenge was strategic: move Zelle beyond name recognition and into everyday relevance.

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We dug deeply into data, looking not only at brand perception but at how people were actually using Zelle in their daily lives. That insight became the foundation for a new narrative centered on real payment moments, from rent and bill-splitting to gift-giving and small, in-the-moment exchanges. The work shifted the brand from abstract utility to human habit, resulting in marketing that was differentiated, playful, and grounded in real behavior.

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By focusing on context, journey, and meaning, we helped Zelle show up as a simple, trusted tool embedded in everyday life rather than a feature people had to think about.

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Contributions

• Brand equity objective definition and goal setting

• Brand identity refinement

• Creative strategy and briefing

• Connections planning and audience segmentation

• Journey mapping and contextual messaging

• Research, testing, and measurement consultation

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Agency 

Huge Brooklyn​​​​​