ETC Finance focuses on giving loans to customers that may find it challenging to be approved by banks or have had unsuccessful loan applications in the past. Financial topics can often provoke worry, anxiety or confusion. DASH needed to ensure that the key visual communicated a positive narrative, capturing a moment of relief from anxiety in finding a solution that delivers a renewed sense of hope.

The client already had a solid campaign concept that leveraged storytelling to present two real world-inspired scenarios and DASH needed to build upon and bring this to life in the key visual and across the different marketing materials. With photography as the key visual, DASH needed to capture and communicate a compelling narrative in a single frame. DASH guided the photo direction to communicate key emotions of “before” and “after”, from worry and anxiety to hope and positivity. Financial topics can be quite complex and a broad range of information needs to be communicated in a single medium. In order to communicate the necessary detailed information through the print design, DASH not only leveraged text but used a series of infographics to deliver the message with ease and clarity.