Southwood Financial

Overwhelmed by all the stresses that come with the burden of student debt, borrowers have stalled and put many aspects of their lives on hold. Southwood Financial wanted to demonstrate a true understanding of borrowers’ circumstances, help them find the most comfortable and efficient way to settle their debt, and put them on the right financial path.

Putting ourselves 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 complete with a tote bag to help carry their load and a friendly map that gives them the path to freedom from debt. From social to display ads to welcome texts and emails, our goal was to show empathy, extend a friendly hand, and guide people to Southwood.