Industry
Finance
Client
Zapiens design/Crescenta
Year
2025
Role
Content strategist
About the project
In collaboration with Zapiens Design, I contributed to the development of the brand strategy and storytelling for Crescenta, a fast-growing private investment platform.
The goal was to evolve the brand into a more accessible, human and relatable voice — moving away from traditional, distant financial communication towards something people could actually understand and engage with.
Challenge
The core idea was to reposition private investment as something closer, more understandable and part of everyday conversations — something you could talk about naturally, even “in a bar with friends.” but with proper investment language. This meant shifting from complex, institutional language to a tone that feels clear, human and trustworthy but up to real target
Result
I collaborated closely on the development of the voice and tone, helping shape a more accessible and coherent communication style aligned with the brand’s positioning.
To have a consistent brand you need to translate the strategic direction into concrete messaging, ensuring consistency across different touchpoints: web, app, social media, etc.
We created a more accessible and human brand voice aligned with Crescenta’s growth stage, a clearer communication framework for a high-trust financial product and foundations for consistent storytelling across campaigns and channels.
