EQUALS / FAIRFX
UX writing, marketing, tone of voice
THE BRIEF:
We started as FairFX and finished as Equals.
Working with the marketing, design and product teams, my first brief was to create a more approachable tone for B2C and B2B email campaigns and platform banners.
Learning complex, industry-specific foreign exchange jargon was the order of the day. I took this into a brief to update and refresh the FairFX for Business expenses platform, from naming to tooltips.
I also worked with the International Payments platform team to make their offering more human and conversational, with some conceptual work around renaming.
When FairFX announced it was rebranding as Equals, the focus shifted to their first product offering: Equals Go, a multi-currency card. I got my teeth stuck into creating the copy for the entire platform from user journeys to walkthrough screens.
Launching a new brand takes a lot of work (and words). Working on all things Equals included the full suite of CRM emails, system emails, website copy, error pages and concepts for a brand pack and card carrier.
Finally, I started work on their brand new style guide.
THE WORK:
