Pride Microsite
Building audience trust with tailored content
Users land here after scanning the QR code at a Pride event.
Objective
The goal of the site is to increase brand recognition and trust. I positioned the brand as a curator of resources vetted by leaders in the LGBTQ+ community. The brand then adds its own expertise on the topic of finances.
Real value drives engagement
I advocated to build a robust resource-hub. I cited non-profit orgs, educational institutions and advocacy groups to provide info about queer & transgender culture and finances. This maximizes the value exchange for the audience, incentivizing users to explore the brand and products.
Competitive analysis
Most competitors' Pride pages showcased only the company's initiatives to LGBTQ+ organizations, offering little other value. To differentiate our brand, I built the Microsite to be a resource itself.
Relevant resources
Personalized products show the brand is investing in the target audience.
I gathered in-house materials and external tools that focused on queer and trans financial journeys.
Serving 3 audiences
Queer and trans folk
The LGBTQ+ Money Matters page highlights financial stories about queer individuals and offers 3rd-party financial tools designed for them. Financial products are presented as personalized solutions.
Straight and cisgender allies
ABC of Allyship provides resources aimed toward straight and cisgender family and friends who want to become better informed about queer topics.
Conscientious prospectives
The Our Commitment page shows prospective customers how the brand walks the walk through meaningful community outreach and inclusive internal policy.
Voice and tone
Spirited
Energized, positive and playful. I wove spirited tone throughout the site to inspire visitors and add levity to subjects that can be difficult to broach. It's especially effective on the landing page to attract user interest.
Compassionate
Supportive, approachable and encouraging language was essential to discuss the emotionally complex topics of finance—not to mention sexual and gender identity.
Informative
Knowledgeable and transparent. Both were essential deliver financial advice and advocate for external organizations in the LGBTQ+ community.
Credit where credit's due
ABCs of Allyship puts the work of LGBTQ+ community leaders center-stage. It was important to position the brand as a messenger, not an expert.
I researched the organizations and curated the resources listed here.
Walk the walk. And talk about it.
From employee benefits, to outreach programs, to awards/recognition, I laid out all the initiatives the brand had taken to advocate for the queer and trans community. Consumers expect a brand to put its money where its mouth is.