The Challenge

State Street needed to launch its new benefits-driven brand voice in its product collateral. With vast global offerings across multiple business lines, it became a significant challenge to create and update hundreds of marketing materials — and State Street knew they needed outside support. State Street realized that writing credibly about intricate, technology-driven B2B products and services required intellectual rigor, a broad financial-industry knowledge base and the savvy to shift content away from product features and toward benefits.