New York life Projects
Campaign Concept
PROJECT
Financial Education Campaign Concept
BRIEF
Position New York Life as a trusted partner in planning for children’s financial futures through a design-led experience for young families. Bring the new brand to life in an optimistic, engaging way, using youth sports to make financial education more accessible.
Approach
New York Life’s Little League partnership, provided a natural, optimistic platform for connecting with young families and introducing financial education in a familiar environment.
From there, I explored how New York Life could build a more meaningful connection with families through a shared passion: youth sports. Game Plan emerged as the central concept, reframing financial planning through the language of preparation, teamwork, coaching, and long-term goals. Brought to life through the new brand, the concept extended across social, film, live experiences, and digital, making financial planning feel more approachable and achievable.
