Challenge

Origin needed to stand out in a commoditized fintech space, differentiating from established players like Mint while educating users on its all-in-one approach to tracking, budgeting, and investing.

Strategic Approach

I developed weekly ad copy that positioned Origin as the sharper Mint alternative, spotlighting specific features—Sankey diagram money-flow visualization, AI-powered budgeting, couples financial tools—rather than generic finance messaging. Bi-weekly concept decks gave the creative team strategic headlines and campaign direction.

Key Innovation

Leading with named competitive comparison and concrete features, not abstract benefits, made Origin's differentiation immediate for a crowded, skeptical fintech audience. As the brand refreshed their identity, I also got to lean into new creative concepts.

Business Impact

Weekly, feature-specific ad copy and weekly strategic creative presentations gave Origin's internal team clear campaign direction and a sharper market position against established competitors.