Description

One of the first projects I worked on after establishing MaidenHouse was the launch of a new saving/investing app, Twine.

Twine was unique as it was created specifically for couples who had shared financial goals — a wedding, a big vacation, buying a home, starting a family. You get the drill.

The underlying insight was that what often slowed couples' reaching these milestones was one member going off the savings rail for one reason or another. So Twine used behavioral nudges to keep both partners focused and on track, with messages like: “Your partner’s maxed out her savings goal for this month already. Would you like to make an additional deposit to catch up?” With Twine bringing the subject up, it helped to maintain relationship harmony (at least that was the intent).

Ultimately, the goal of Twine was to use “savings” as a way to eventually educate users on the use of “investing” as a powerful, more aggressive saving strategy.

The Team — Creative Director/Art Director: Tony Capozzi; IP: Audrea Laffley; Animation: Brickyard; Edit/Sound/Mix: SoundTrack

Role

Creative Director & Copywriter

For

John Hancock Advice