Case study · 01
01
The brief
Aviso Wealth is the investment arm of Canada's credit union system. It runs two consumer brands: Qtrade, a self-directed online brokerage, and NEI, a fund company that speaks to advisors and values-driven investors.
I built the performance creative for both: campaign concepts from scratch, then a separate template system for each brand, so every concept could ship across every placement, every season, in static and motion.
02
Two brands, two registers
Qtrade speaks to investors who manage their own money, so its creative is bold, urgent and offer-led. NEI speaks to advisors and investors who want proof before they move, so its creative is restrained and evidence-first.
Financial advertising compliance and correct brand attribution were built into the first draft, not added at review.
Qtrade. Offer first, in a voice built for investors who act on their own.
NEI. Proof first, in a voice built for advisors.
03
One concept, every format
Each campaign started as a master concept, then went out in 1x1, 4x5, 9x16 and 16x9, in static and animated versions, and in English and French where the placement called for it.
One $0 concept across 4:5, 9:16, 1:1 and 16:9.
The winter campaign banner, cut in English and in French.
04
Built to run all year
Because each brand had its own system, a new season meant a new concept, not a rebuild. The work ran in a test-and-learn environment led by the performance team, and after each review new variants were designed into the same system.
Every campaign across both brands, each in its full set of formats.
Summer
Winter
Seasonal promo
05
Drawing on the product
For acquisition, the creative borrowed Qtrade's own interface language, putting the trading platform in front of the investors it was built for.
06