SP—116 / Finance & fintech · Editorial campaign
OPEN TERMS
A creative direction for a plain-language product-terms campaign.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop OPEN TERMS, a fictional concept for a plain-language product-terms campaign. Dense explanations and glossy promises can undermine understanding and confidence. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People trying to understand a financial product, its terms and its practical purpose.
The strategic idea
“READ IT. UNDERSTAND IT.” is the central creative thought. Treat the message as an editorial statement, balancing expansive type with a deliberate moment of visual silence. Put clarity before persuasion. Explain the task and material conditions using illustrative examples without claims of guaranteed financial benefit.
The creative direction
An original steps-inspired graphic, assertive typography and a #0047FF colour field create the visual language for OPEN TERMS. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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