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Aligning an entire startup around one message
Ando
Organization
Ando
Industry
Fintech / Sustainable Banking
Role
Director of Content Strategy
Editorial Leadership
Executive Communications
Brand Strategy
Category Creation
Cross-functional Leadership
Ando wasn't simply launching a digital bank. It was introducing an entirely new category: sustainable banking. Success depended on aligning product, marketing, engineering, design, executive leadership, investors, and brand partners around a single editorial vision before the company could speak to the market with one voice.
The Challenge
The Approach
Rather than treating messaging as a marketing function, I approached it as an organizational one. Working closely with product, design, engineering, growth marketing, and executive leadership, I developed the company's editorial strategy, messaging framework, and brand voice. By creating shared language before creating campaigns, we established an editorial foundation that guided everything from product messaging and advertising to investor communications and customer experience.
Along the way, I led and mentored a cross-functional content team, authored the company's brand manifesto, and helped create the organization's highest-performing marketing campaigns.
The Outcome
The organization launched with a unified editorial voice that strengthened internal alignment, accelerated customer acquisition, and supported successful Series A fundraising. The messaging framework also enabled teams across the company to communicate consistently while adapting to the needs of different audiences.
Editorial Insight
Organizations don't become aligned because everyone shares the same goals. They become aligned because everyone shares the same language. Shared language turns strategy into action.
Evidence
Sustainable banking didn't exist in consumers' minds. Before people could choose Ando, they first had to understand the category itself.
Category creation
What Makes Ando Different?
Introduced the concept of sustainable banking by connecting everyday financial decisions with environmental impact. I developed the concept, voice casting, and script.
Sustainable Banking is Now…a Thing.
We challenged audiences by revealing that the thing they wished existed already did. I developed the concept, wrote the script, and co-directed the campaign.
Campaign Development
This Card Fights Wildfires
Created an extensible campaign platform that connected everyday purchases to tangible environmental outcomes. The campaign became the company's highest-performing creative, generating approximately 400% higher engagement than previous efforts.
Alex Honnold already had credibility. Our job wasn't to give him a script. It was to help him communicate Ando's philosophy in a way that still sounded like Alex.
Influencer Strategy
Alex Honnold Joins Ando
Developed the concept and script while using Alex's natural environment to reinforce authenticity.
Alex Honnold on Sustainable Banking.
Wrote the script, coached delivery, and co-directed the production to ensure the message reflected both Alex's voice and Ando's philosophy.
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Building one editorial voice across an organization
