CASE STUDY 2

The Why

For over 50 years, Charles Schwab has helped people grow their wealth. But as one-click investing and gamified apps like Acorn began shaping financial habits, Schwab saw a chance to reach a younger generation — before their first investment, not after.

The What

Schwab launched a free financial education site covering everything from opening a child’s first savings account to managing a loved one’s estate. The challenge? The content was written by advisors, for advisors — long, dense, and mismatched with an audience accustomed to quick reads and interactive experiences.

The How

The first step in translating any language is fluency. I immersed myself in financial topics (many as unfamiliar to me as they would be to our audience) with one goal: turn complexity into clarity. The result was the Cliff Notes of finance — scannable, confidence-building content that met users where they were.

But clarity alone wasn’t enough.

As my understanding deepened, I uncovered a key insight: money is rarely the motivator — what it enables is. So instead of leading with instructions, we led with purpose.

We introduced an interactive landing-page experience that invited users to “fill in the blank” with their future vision of themselves. Choosing their why helped clarify the what, transforming an overwhelming topic into a motivating starting point. From there, users were guided to bite-sized content that turned ambition into actionable, step-by-step progress.

Each page evolved from an instruction manual into a narrative that helped users quickly scan, decide if an action aligned with their goals, and commit with confidence. Interactive quizzes and tools grounded the experience further, allowing users to apply concepts to their own lives using real numbers.

The Win

I partnered closely with Schwab’s legal and compliance teams to translate more than 200 pages of financial documentation into clear, engaging content that informed and inspired action — in under six months. Beyond writing the topic pages, I led the content strategy from navigation structure to tone and hierarchy.

Along the way, I created C2’s first dev-friendly copy doc, labeling every page element, image, and interaction for seamless handoff between creative and development. After launch, this system became the agency-wide standard for delivering digital content.

Contributions: Sole writer, content strategist, creative leadership, creative ideation