Challenge
Transform the Electronic Transactions Association's communications into a unified brand voice that stands out in a jargon-filled industry. Capture the core of an industry hub whose members process $47 trillion annually. Establish a foundation for consistent, no-nonsense messaging that cements ETA's position as an established yet forward-thinking industry leader.

‍Work
‍Analyzed over 100 pages of organizational material to understand ETA's multifaceted role serving diverse groups from career-seekers to legislators, banks to fintech startups. Developed targeted messaging for each distinct audience segment. Deciphered the complex structure of ETA's offerings, and crafted comprehensive verbal identity guidelines that distill ETA's expertise into accessible language.