Repositioning a 125-year-old bank for the audience it needs next.
Hancock Whitney has 125 years of trust in the Gulf South — and a brand that was starting to feel its age. I led creative across two campaigns built to do both jobs at once. Turn Up the Volume relaunched the bank’s new app with a sharper voice and more confidence. Honest Questions expanded the story into a brand platform built for how people actually think about money — and where Hancock Whitney fits into that.
Turn Up the Volume.
Hancock Whitney built a more capable banking app and needed a launch that gave it presence — not by shouting, but by sounding like it actually had something to say. The campaign leans on gold accents, sharp copy, and confident restraint to make a banking app feel like a product worth paying attention to.
Honest Questions.
Confidence about money has never been higher, but actual financial literacy hasn’t kept up. Between the financial bros and the TikTok tipsters, social feeds are full of advice from people who shouldn’t be giving it. Honest Questions meets the audience with the questions they’re actually asking themselves. Budgeting, debt, savings, what they wish they’d been taught. Hancock Whitney becomes the next step, not just noise.
I partnered with LA-based photographer/director Dana Tynan on a two-day, multi-location shoot in East Austin — four models, a cast of extras, and a visual approach built on bold color, natural light, and candid moments that reflect how this audience actually moves through their day.
Sharper. Not louder.
Most bank campaigns try too hard. This one didn’t have to. The work sharpened Hancock Whitney’s voice without forcing it — confident enough to reach a younger audience, grounded enough to keep the one they already have.
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