All day long, we all do life math.

brand strategy / brand advertising / media strategy / digital advertising / social / experiential

For many, Cambridge Trust Company was a traditional institution catering to a narrow audience of older affluent customers and nowhere near top of mind for younger professionals making a good income. Challenged to appeal to broader audiences and younger demographics, the bank needed to update its brand and give younger affluent consumers a compelling reason to overcome the inertia to change banks. We introduced Life Math as a concept to acknowledge the constant set of equations we use to make virtually every financial decision.

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