Southwood Financial

When borrowers are overwhelmed by all the stresses that come with the burden of student debt, you need to demonstrate a true understanding of their circumstances and help put them on the right financial path.

Walking in their shoes

Our strategic work uncovered that people with student debt are in distress. We put ourselves in the shoes of our consumers, understanding and addressing their specific challenges uniquely. By treating Southwood like an actual place, we could create an indelible place of mind that stands for welcoming and care.

Welcome to Southwood

The “Welcome to Southwood” campaign evokes all the warm hospitality of a friendly community. The new logo and brand identity signaled “it’s a new day.” The new website is a welcoming destination that exists far outside the barbed wire fences of debt collectors. We transformed Southwood into a good place where good people make good futures take real shape.

Creative at work

Every piece of communication speaks to people like other people—not like debt collectors barking at debtors. We developed a welcome kit that includes a tote bag to help carry their load and a map showing the path to freedom from debt. From social to display ads, welcome texts to emails, our goal was to show empathy, extend a friendly hand, and guide people to Southwood.